"Green Advertising Effectiveness and Consumer Loyalty: A Moderated Mediation Approach"
DOI:
https://doi.org/10.17697/ibmrd/2026/v15i1/174515Keywords:
Green Advertising Effectiveness, Green Trust, Consumer Loyalty, Environmental Concern, Moderated Mediation, Sustainable MarketingAbstract
Growing environmental degradation and heightened public awareness have transformed sustainable consumption into a central concem for marketers. Firms increasingly rely on green advertising to communicate eco-friendly attributes and corporate sustainability commitments, i-lowever, the mechanisms through which green advertising fosters long-term consumer loyalty remain insufficiently explored, particularly from a qualitative and integrative theoretical perspective in emerging martiets.This study develops a moderated mediation framework examining how Green Advertising Effectiveness (GAE) influences Consumer Loyalty (CL) through Green Trust (GT), with Environmental Concem (EC) acting as a moderating variable. Adopting an interpretivist paradigm, the study employs a qualitative secondary data approach by synthesizing prior empirical research indexed in Scopus and Web of Science.Thematic synthesis reveals that perceived authenticity, message credibility, and alignment between communication and corporate behavior drive trust formation, which subsequently enhances loyalty. Envimnmental concem intensifies cognitive processing and scrutiny of green claims, thereby strengthening the trust-building pathway.
The study contributes to sustainable marketing literature by integrating cognitive and psychological mechanisms into a unified moderated mediation framework and offers strategic insights for designing effective environmental communication in emerging economies.
Downloads
Downloads
Published
How to Cite
Issue
Section
References
• Biswas, A., & Roy, M. (2015). Green products: An exploratory study on the consumer behaviour in emerging economies of the East. Journal of Cleaner Production, 87, 463-468. https://doi.Org/10.1016/j.jclepro.2014.09.075 DOI: https://doi.org/10.1016/j.jclepro.2014.09.075
• Chang, C. (2011). Feeling ambivalent about going green: Implications for green advertising processmg.Journal of Advertising, 40(4), 19-31. DOI: https://doi.org/10.2753/JOA0091-3367400402
• Chen, V. S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319. DOI: https://doi.org/10.1007/s10551-009-0223-9
• Chen, Y. S., & Chang, C. H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114{3), 489-500. DOI: https://doi.org/10.1007/s10551-012-1360-0
• Dangelico, R. M., &Vocalelli, D. (2017). “Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal o f Cleaner Production, 165, 1263- DOI: https://doi.org/10.1016/j.jclepro.2017.07.184
• Delmas, M. A., SBurbano, V. C. (2011).The drivers of greenwashing.California Management Review, 54(1), 64-87. DOI: https://doi.org/10.1525/cmr.2011.54.1.64
• Kirmani, A., & Rao, A. R. (2000). No pain, no gain: A critical review of signaling unobservable product quality. Journal of Marketing, 64(2), 66-79. DOI: https://doi.org/10.1509/jmkg.64.2.66.18000
• Kim, Y , & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. Advances in Consumer Research, 32, 592-599.
• Kumar, V. (2015).Evolutlon of marketing as a discipline: What has happened and what to look out for Journal of Marketing, 79(1), 1-9. DOI: https://doi.org/10.1509/jm.79.1.1
• Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001 ).Targeting consumers who are willing to pay more forenvironmentally friendly products. Jouma/of Consumer Maricetfng, 18{6), 503-520. DOI: https://doi.org/10.1108/EUM0000000006155
• Leonidou, C. N., Katsikeas, C. S., & Morgan, N.A. (2013). “Greening” the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151-170. DOI: https://doi.org/10.1007/s11747-012-0317-2
• Morgan, R. M., & Hunt, S. D. (1994).The commitment-trust theory of relationship marketmg.JoumalofMarketing, 58(3), 20-38. DOI: https://doi.org/10.1177/002224299405800302
• Oliver, R. L. (1999). Whence consumer loyalty? Journal o f Marketing, 63(Special Issue)*, 33-44. DOI: https://doi.org/10.2307/1252099
• Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4), 357-370. DOI: https://doi.org/10.1108/13522750510619733
• Petty, R. E., SCacioppo, J. T. (1986).Communication and persuasion: Central and peripheral routes to attitude change. Springer.
• Pino, G., Peluso, A. M., & Guido, G. (2012).Determinants of regular and occasional consumers' intentions to buy organic foo6. Journal of Consumer Affairs, 46(1), 157-169. DOI: https://doi.org/10.1111/j.1745-6606.2012.01223.x
• Rahman, I., Park, J., & Chi, C. G. (2015). Consequences of “greenwashing”: Consumers' reactions to hotels' green initiatives. Intemational Journal of Contemporary Hospitality Management, 27(6), 1054-1081. DOI: https://doi.org/10.1108/IJCHM-04-2014-0202
• Schultz, P. W. (2002). Inclusion with nature: The psychology of human-nature relations. Psychology of Sustainable Development, 61-78. DOI: https://doi.org/10.1007/978-1-4615-0995-0_4
• TerraChoice. (2010). The sins of greenwashing: Home and family edition. TerraChoice Environmental Marketing.
• Zhang, L., Li, D., Cao, C., & Huang, S. (2019). The influence of greenwashing perception on green purchase intentions: The mediating role of green trust and the moderating role of environmental concern. Joumal o f Cleaner Production, 229,879-889.
• Zelezny, L. C., Chua, P. P., & Aldrich, C. (2000).Elaborating on gender differences in environmentalism.
