Consumer Perception Towards Green Marketing: The Role of Green Advertising Crediability, Environmental Attitude, and Perceived Green Value

Abstract

In the context of rising environmental issues and growing consumer awareness, green marketing has become a strategic priority for companies aiming to boost awareness about sustainable consumption and environmental protection. Green marketing has become a major approach for companies facing the growing concerns of consumers and environmental issues. This study aims to explore consumers' perceptions of green marketing practices amongst the people of Tamil Nadu, which exemplifies the complexities of fast economic development and ecological sensitivity of the state. The proposed model is based on the Theory of Planned Behaviour (TPB), Value-Belief-Norm (VBN) theory and Stimulus-Organism-Response (S-O-R) theory and includes five latent constructs: Green Product Awareness (GPA), Green Advertising Credibility (GAC), Green Purchase Intention (GPI), Environmental Attitude (EA) and Perceived Green Value (PGV). The data were obtained from 420 respondents in the urban and semi-urban districts of Tamilnadu using a structured questionnaire. For assess the construct validity and reliability Confirmatory Factor Analysis (CFA) was used and for test the hypothesised relations, Structural Equation Modelling (SEM) was used with Smart PLS 4.0. The results show that Environmental Attitude and Perceived Green Value have the highest impact on Green Purchase Intention (β = 0.412, p < 0.001) and (β = 0.387, p < 0.001), respectively, followed by Green Product Awareness (β = 0.316, p < 0.001) and Green Advertising Credibility (β = 0.278, p < 0.01). Five hypotheses are supported, advancing theory and providing practical ramifications for marketers, policy makers and sustainability practitioners. The study fills an important context gap by investigating an emerging economy context that is under-represented in the existing green marketing literature.