The impact of green advertising on consumer purchase intention based on the theory of planned behavior

This article investigates the influence of green advertising on consumer purchase intention based on the theory of planned behavior. In recent years, the importance of sustainability has grown exponentially due to escalating environmental pollution and its detrimental impact on ecosystems and human health. Green marketing, particularly green advertising, has emerged as a pivotal strategy for addressing these challenges by promoting sustainable consumer behaviors and fostering a shift towards environmentally friendly consumption patterns. An online survey collected 420 valid responses from Syrian consumers, and the data were analyzed using SPSS (version 22) and SPSS Amos (version 23). The findings indicate that the dimensions of green advertising (cognitive and affective responses to green advertising, consumer responses to the companies and their products, and the ethical impact of green advertising) have a statistically significant impact on consumer purchase intention. Additionally, subjective norms and perceived behavioral control play a significant moderating role in the relationship between green advertising dimensions and purchase intentions. Moreover, attitude towards green advertising partially mediates this relationship, but the mediation effect is statistically significant only for two out of the three dimensions of green advertising examined in this study. This article also presents a model to examine the relationship between green advertising and purchase intention, with subjective norms and perceived behavioral control as moderators and attitudes toward green products as a mediator. The findings emphasize the vital role of green advertising in shaping consumer behaviors aligned with sustainability objectives. By encouraging eco-conscious consumption, green advertising contributes to mitigating environmental issues and advancing the global agenda for sustainable development. The study provides actionable insights for policymakers, entrepreneurs, and marketers by illustrating how green advertising affects purchase intentions. These findings help tailor green practices to meet consumer expectations in the green products market. Finally, the article discusses implications and provides recommendations to strengthen consumer purchase intentions for green products, thereby reinforcing efforts to create a more sustainable and environmentally responsible society.