The Effect of Green Advertising as a Moderator on Green Purchase Attitude - Green Purchase Intentions Relationship. The Case of Young Egyptian Consumers

Purpose: This study aims to examine the effect of green advertising as a moderator on Green Purchase Attitude (GPA) - Green Purchase Intentions (GPI) relationship. However, in order to get a deeper insight on the different factors that could affect GPI, this current paper will also test how different psychographic and attitudinal factors could predict Environmentally Conscious Consumer Behaviour (ECCB). Then, in turn, it will test the effect of Environmentally Conscious Consumer Behaviour (ECCB), and Green Purchase Attitudes (GPA) on Green Purchase intentions (GPI).

Design/methodology/approach: Surveys were distributed among university students.

Findings: The results offer insight as Gender was identified as the only demographic that acts as a predictor to ECCB while both perceived consumer effectiveness (PCE)&environmental concern (EC) as psychographic predictors. Further, empirical support was evident for a direct impact of the relationship between Environmentally Conscious Consumer Behaviour (ECCB) on Green Purchase Attitudes (GPA). Finally, cognitive and affective responses to green advertising were found to moderate the relation between Green Purchase Attitudes (GPA)&Green Purchase Intentions (GPI).

Research limitations/implications: A major limitation lies in the small sample size used in the study. Future studies should include bigger sample size, yet, more variables to embrace the complicated topic of green purchase intentions.

Originality/value: This paper offers practical and deep guidelines to international green marketers who are planning to target the Egyptian market as an example of middle-eastern markets.