The Relationship between Green Advertising Receptivity and Consumer Intention to Purchase Eco- labeled Product: Role of Trust as a Mediator

Abstract

In the contemporary landscape, consumers are increasingly alarmed about the potential environmental repercussions of their consumption patterns, fostering a growing inclination toward environmentally sustainable choices. This burgeoning awareness has spurred a surge in green purchasing intentions, prompting researchers to delve into the factors that influence customers' decisions to buy eco-labeled products. The primary objective of the present study is to construct a comprehensive theoretical framework aimed at unraveling the intricacies of customer intentions to purchase items adorned with eco-labels. The study posits that the impact of green advertising responsiveness (GAR) on purchase intention is positively significant. However, the journey from GAR to purchase intention is not direct; it is mediated by two crucial factors: system trust and personal trust. These elements function as intermediaries, shaping the relationship between GAR and the ultimate intention to purchase (ITP). To empirically test these relationships, the research formulated three hypotheses and executed an online survey, leveraging the Structural Equation Model (SEM) methodology. The data, comprising responses from 255 participants, underwent rigorous analysis using software tools such as SPS 23 and AMOS 22. The results not only substantiate the proposed model's significance but also shed light on the intricate web of direct and indirect mediation effects that system trust and personal trust exert on purchase intention. In essence, this study contributes valuable insights into the complex interplay of factors driving green purchasing intentions, offering a nuanced understanding of how green advertising responsiveness, system trust, and personal trust collectively influence consumers' willingness to embrace eco-labeled products. As environmental consciousness continues to shape consumer behavior, unraveling these dynamics becomes paramount for businesses seeking to align with evolving consumer values and preferences.