The mediating role of attitude towards green products on the relationship between green advertising and positive word of mouth

This study explores the impact of green advertising on positive word-of-mouth, with attitude toward green products acting as a mediator. Data were collected through an online questionnaire, yielding 420 valid responses from Syrian consumers, and analyzed using SPSS and SPSS Amos. The findings reveal a statistically significant partial mediation effect of attitude toward green products on the relationship between cognitive and affective responses to green advertising, as well as consumer responses to companies and their products, and positive word-of-mouth. This indicates that consumers\' attitudes toward green products play a crucial role in translating green advertising efforts into positive word-of-mouth. However, the mediation effect was not statistically significant for the relationship between the ethical impact of green advertising and positive word-of-mouth. The study provides valuable insights for companies, entrepreneurs, and marketers, demonstrating how green advertising influences positive word-of-mouth and how attitudes toward green products mediates this relationship. The findings can guide the development of effective green practices to align with consumer demands in the green products market. Keywords.