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Sustainability
Volume 13
Issue 16
10.3390/su13168723
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Article

How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

by
Woohyuk Kim
and
Seunghee Cha
*
Department of Consumer Science, Incheon National University, Incheon 22012, Korea
*
Author to whom correspondence should be addressed.
Sustainability 2021, 13(16), 8723; https://doi.org/10.3390/su13168723
Submission received: 10 June 2021 / Revised: 29 July 2021 / Accepted: 2 August 2021 / Published: 4 August 2021
(This article belongs to the Special Issue Greenwashing Strategies and Their Effects on Stakeholders’ Perceptions)
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Abstract

Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies.
Keywords: green advertising attributes; purchase intention; consumer innovativeness green advertising attributes; purchase intention; consumer innovativeness

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MDPI and ACS Style

Kim, W.; Cha, S. How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness. Sustainability 2021, 13, 8723. https://doi.org/10.3390/su13168723

AMA Style

Kim W, Cha S. How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness. Sustainability. 2021; 13(16):8723. https://doi.org/10.3390/su13168723

Chicago/Turabian Style

Kim, Woohyuk, and Seunghee Cha. 2021. "How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness" Sustainability 13, no. 16: 8723. https://doi.org/10.3390/su13168723

APA Style

Kim, W., & Cha, S. (2021). How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness. Sustainability, 13(16), 8723. https://doi.org/10.3390/su13168723

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