The Impact of Green Advertising on Consumer Purchase Intention of Green Products

Abstract

Chinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research findings reveal that credibility of claim (β=0.847, p<0.001) and consumer attitude toward green advertising (β=0.65 p<0.05) significantly influence consumer purchase intention of green products.