The Effects of Celebrity Characteristics on Purchase Intentions: A Focus on Consumer Concern of Environmental Issues

Consumer awareness about environmental problems is important in guiding their purchasing decisions. The aim of this research to validate the moderating effect concern two relationships: between celebrity–brand congruity and attitudes toward brand and, purchase intentions, specifically when consumers are exposed green advertising including a celebrity endorser. data were collected via an online survey with young North American Chilean people. Structural equation modeling was used test hypotheses both samples. results show that only endorser characteristic relevant model its relationship (β = 0.23 for Americans β 0.35 Chileans p < 0.05). In conclusion, evaluate congruence based on environment, then consider ethicality, later credibility, which generates attitude intention. Therefore, identifying key developing effective advertisement appropriate celebrity. This helps understand green-marketing literature more detailed way, due variable capable enhancing intentions consumers.