The Impact of Attitudes Toward Green Advertising on Brand Image and Consumer Purchase Intentions

Purpose The purpose of this study is to examine the potential positive relationship between attitudes toward green advertising and consumer purchase intention and its influence on shaping the brand image of green products.By investigating these relationships, the research aims to provide insights into how attitudes toward green advertising can effectively drive consumer behaviour and contribute to the development of a strong, sustainable brand image.Green marketing is used as an alternative strategy to meet consumer needs and as a form of concern for environmental sustainability (Genoveva and Samukti, 2020).According to Chen and Chang (2012), green marketing also reshapes market rules by expanding product offerings and influencing nearly all of a company's activities.These include product modifications, changes in production processes, updates to product packaging, and adjustments in advertising (Ulfiah et al., 2023).Based on the Theory of Planned Behaviour by Ajzen (1991), the combination of attitudes toward behaviour, subjective norms, and perceived behavioural control guides the formation of intention, and thus intention is assumed to be an antecedent of actual behaviour (Conner and Sparks, 2005).This research focuses specifically on the dimension of attitudes as the primary internal determinant guiding customer choice.By isolating this aspect, the aim is to provide a more reliable assessment of customers' internal motivations, which are crucial in understanding decision-making processes.The previous research results, as conducted by Nagar (2015), suggest that people tend to behave in ways consistent with their attitudes.Kotler et al. (2016) added that brand image is the perception and belief held by consumers, as reflected in the association embedded in consumer memory.If a product has a good image, then consumers will use the product.Researchers describe the brand image in terms of brand benefits, which are the "personal value" consumers associate with a brand, based on what they perceive the product's attributes will do for them, as noted by Nagar (2015).Alamsyah et al. (2020) suggest that increased awareness of green products can enhance a company's brand image, particularly through effective advertising strategies.In this regard, green advertising not only influences brand image but also plays a significant role in shaping consumers' intention to purchase ecological (green) products.Intention to purchase ecological products is conceptualized as a person's likelihood and willingness to give preference to attitude toward eco-friendly products, more intensive marketing communications, and green advertising strategies should be employed.