The Mediating Effect of Green Competencies on Ecological Behavior: Analyzing Functional Elements of Green Advertising

This article aims to investigate the impact of functional elements of green marketing on ecological behavior through the mediating effect of green competencies. It offers a novelty in becoming among the first studies focusing on exploring green competencies as mediating effect to ecological behavior. This study attempts to identify the other element of green marketing advertising and focusing on the psychological effect of ecology. The data analysis method involves collecting primary data from respondents in Malaysia and applying statistical model using structural equation modeling partial least square to evaluate the impact of the policy. The analysis highlights the positive relationship between functional elements of green marketing on ecological behavior through the mediating effect of green competencies. The implications of these findings can provide valuable insights for regulators and institutions in managing green awareness in the advertising sector.