Trust in Green Advertising: Mediating Role of Environmental Involvement
نویسندگان
چکیده
The Covid-19 pandemic has heightened public interest and awareness of the importance living sustainably while sparked in businesses that make “good” use their green marketing campaign. Indeed, gained wide acceptance within business world as a viable competitive strategy to grab win customers’ attention marketplace. This research sought investigate how advertising environmental claims affect consumers’ trust advertisement. mediating role involvement was examined. Data from 185 respondents Malaysia were collected analysed using SPSS. Adapted scales used measure claims, involvement, relationships tested PROCESS macro findings revealed had significant direct indirect effect on via involvement. Environmental partially mediated relationship between consumers' toward Results indicate did enhance advertisements. Moreover, consumers with deep concerns higher advertisement if (environmental) included relevant facts executed correctly. results this study can be reference for future attitudes marketing/advertising types execution marketing. Furthermore, also add growing body knowledge about developing countries like Malaysia, which large potential market products. is limited only two constructs, many variables such advertising’s techniques media strategies directions.
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ژورنال
عنوان ژورنال: International journal of academic research in business & social sciences
سال: 2022
ISSN: ['2308-3816', '2222-6990']
DOI: https://doi.org/10.6007/ijarbss/v12-i1/12046