Green Minds, Greener Choices: The Role of Green Advertising in Shaping Consumer Wisdom and Building Green Brand Equity

ABSTRACT The cosmetic industry faces rising demands for sustainability, with consumers in both developed and developing countries increasingly seeking eco‐friendly and ethically produced products. This study examines the influence of green advertising on consumer wisdom and its impact on green brand equity within the cosmetics sectors of Pakistan and China. By analyzing data from 1006 consumers in Pakistan and 992 in China through a structured survey, the research using PLS software finds that green advertising significantly enhances various facets of consumer wisdom, boosting green brand equity in both contexts. However, the flexibility and sustainability component of consumer wisdom, which reflects the willingness to adopt sustainable consumption practices, does not significantly mediate this relationship in either country. These results highlight that while green advertising improves brand perceptions and equity, it does not always translate into behavioural changes. The findings offer valuable insights for marketers in both countries on promoting sustainable practices effectively.