“Mirror, mirror, on the wall. Who is the greenest of them all?” the impact of green advertising cues on generational cohorts

Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention

“…Green value perception and the resulting green attitude jointly affect consumers' green purchase intention and revisit intention (Lavuri, 2022 ; Riva et al, 2022 ). Specifically, different values may have different effects on consumer attitude and behavior (Muralidharan et al, 2023 ). The belief that choosing a green product will help in reducing pollution, conserving resources, and improving the environment has a positive association with green purchasing (Dhir et al, 2021 ; Upadhyay and Kamble, 2023 ).…”

“…Studies consistently indicate that consumers generally respond positively to green advertisements, though occasional skepticism arises from concerns about greenwashing (Kwon et al, 2023 ; Muralidharan et al, 2023 ). The variation in perceptions of identical advertising content offers an opportunity to apply the S-D logic, which views advertising as a communication channel for conveying firms' value propositions (Verleye and Reber, 2022 ).…”