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How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

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  • Woohyuk Kim

    (Department of Consumer Science, Incheon National University, Incheon 22012, Korea)

  • Seunghee Cha

    (Department of Consumer Science, Incheon National University, Incheon 22012, Korea)

Abstract

Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies.

Suggested Citation

  • Woohyuk Kim & Seunghee Cha, 2021. "How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness," Sustainability, MDPI, vol. 13(16), pages 1-10, August.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:16:p:8723-:d:608481
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    References listed on IDEAS

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    1. Yu-Shan Chen, 2008. "The Positive Effect of Green Intellectual Capital on Competitive Advantages of Firms," Journal of Business Ethics, Springer, vol. 77(3), pages 271-286, February.
    2. Diamantopoulos, Adamantios & Schlegelmilch, Bodo B. & Sinkovics, Rudolf R. & Bohlen, Greg M., 2003. "Can socio-demographics still play a role in profiling green consumers? A review of the evidence and an empirical investigation," Journal of Business Research, Elsevier, vol. 56(6), pages 465-480, June.
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    Cited by:

    1. Yue Ni & Qiqi Cheng, 2022. "The Moderating Effect of the Sense of Power on Green (NonGreen) Appeal in Promoting Sustainable Consumption," Sustainability, MDPI, vol. 14(20), pages 1-18, October.
    2. Asuamah Yeboah, Samuel, 2023. "Sustaining Change: Unravelling the Socio-cultural Threads of Sustainable Consumption," MPRA Paper 117981, University Library of Munich, Germany, revised 10 Jun 2023.
    3. Latino, Carmelo, 2023. "Surfing the green wave: What's in a "green" name change?," SAFE Working Paper Series 410, Leibniz Institute for Financial Research SAFE.
    4. Stefanos Balaskas & Aliki Panagiotarou & Maria Rigou, 2023. "Impact of Environmental Concern, Emotional Appeals, and Attitude toward the Advertisement on the Intention to Buy Green Products: The Case of Younger Consumer Audiences," Sustainability, MDPI, vol. 15(17), pages 1-19, September.
    5. Moon-Yong Kim & Minhee Son, 2021. "What Determines Consumer Attitude toward Green Credit Card Services? A Moderated Mediation Approach," Sustainability, MDPI, vol. 13(19), pages 1-18, September.

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