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 investigate the factors influencing customers' decisions to buy eco-labelled products. The study aims to create a thorough theoretical framework to understand customer intentions for buying products 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). The research formulated three hypotheses to test these relationships empirically 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 confirm the model's significance and reveal the complex mediation effects of system and personal trust on purchase intention. In essence, this study contributes valuable insights into the 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