Impact of Green Advertising on Consumer Purchase Intentions in the Beverage Industry: The Moderating Role of Product Quality

In the current era, the usage of environmentally sustainable products has risen significantly. Consumers are becoming more conscious of their selection and priorities by aligning their purchasing decisions towards a sustainable lifestyle. Hence, the importance of green advertising holds great value in developing awareness among consumers’ choices. The main intent of this research study is to quantitatively analyze the impact of green advertising and brand authenticity on consumer purchase intentions in the beverage industry. The mediating role of consumer trust and the moderating role of product quality on the relation between green advertising and consumer purchase intentions were also observed. Data were gathered from 284 respondents through a close-ended questionnaire using, non-probability, purposive sampling. The responses were analyzed through SMART-PLS 4.0 software, employing Partial Least Square-Structural Equation Modeling (PLS-SEM). Despite indicating the non-significance results of mediating and moderating effects, this study reveals the considerable impact of green advertising on consumer purchase intentions in a developing country, Pakistan. It also highlighted the importance of an authentic brand image to obtain the attention of environmentally conscious consumers. In the end, the outcomes along with their explanations are given which can direct marketing managers to develop productive and successful sustainable advertising plans, along with the authentic brand image, in reshaping the consumer purchasing intentions toward their products and increase their products’ sales and market share.