Green Advertising: Examining the Role of Celebrity’s Credibility Using SEM Approach

Abstract

Amid rising concern about protecting environment and reducing carbon emission, marketers do not just need to advertise their product to inform and persuade the consumers, rather they are required to convince the consumers that their product is environment friendly and do not cause any harm to the environment. Celebrity Advertising has been very popular among the marketers, as these celebrities help to generate favourable attention towards the product. While choosing an endorser/celebrity, his/her credibility plays a crucial role in persuading and convincing consumers. The present paper attempts to assess the effect of celebrity’s credibility on consumer’s attitude towards advertisement, brand and purchase intention in the context of green advertising. The study was conducted with a 2x2 factorial design (high v/s low) (celebrity’s credibility v/s corporation’s credibility) with an advertisement of a hypothetical company producing environment friendly ACs called, Sora. Data were collected from 252 college students by randomly exposing them in small group, to four different advertisements. The results confirmed a significant impact of celebrity credibility on attitude towards green advertisement. However, it had no direct impact on attitude towards brand or intention to purchase green products. Moreover, the effect of celebrity credibility on purchase intention was reported to be mediated through attitude towards advertisement and attitude towards brand.

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

“…The prior scholars confirmed that celebrities could influence green buying behavior (Kumar & Tripathi, 2019). Industries are growing with time, along with that the sales of goods and services also shooting up, but when we see their impact on the environment, it is getting worse.…”

Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations

“…They, therefore, subsequently influence the attitudes of consumers as well as their respective intentions and perceptions. With the above, the study will add to the small body of research in the non-tourism field involving celebrity participation in green ads from other aspects (Dutta & Singh, 2013;Eren-Erdogmus, Lak & Çiçek, 2016;Kumar & Tripathi, 2019). The findings from this study may give insight towards the implementation of celebrity endorsement in green ads in the context of a broader contemporary marketplace.…”

“…As for the Source Credibility Theory, the value of the message in a particular ad is determined momentously by the level of expertise and trustworthiness displayed by the celebrity (Kumar & Tripathi, 2019). Trustworthiness is described as the level of honesty, dependability, believability and level of confidence of a celebrity in the endorser (Jolly, 2016).…”

The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

“…Purchase intention (PI) is defined as the possibility of an individual to purchase a product/brand and has a strong link between perceptions and attitudes of consumers [41]: that is to say, they can change their decisions influenced by price, quality, and perceived value [42]. In the green-marketing context, when a consumer has purchase intentions by a specific green product or service, it is possible to talk about green consumption.…”