Investigating the Impact of Green Advertisements on Consumers' Sustainable Consumption Behaviors in Turkey

This study explores the influence of green advertisements on consumers' tendencies towards sustainable consumption in Turkey. The Attention-Interest-Desire-Action (AIDA) model serves as the theoretical framework, guiding the investigation of how green advertisements capture consumer attention, cultivate interest, and ultimately lead to action in the form of sustainable consumption practices. An online questionnaire was distributed to a sample of 291 participants, and the data was analyzed using Structural Equation Modeling (SEM) with AMOS. The findings reveal that attention to green advertisements significantly affects interest in them. Furthermore, interest in green advertisements is positively associated with a desire for sustainable consumption. Finally, the desire to engage in sustainable consumption practices is a significant predictor of consumers' actions towards such practices. These findings highlight the potential of green advertisements to promote sustainable consumption among Turkish consumers.