From sustainability advertising to action: Unraveling the influence of green perceived value and environmental consciousness on sustainable consumption behavior.

Abstract

Purpose: With growing environmental concerns, promoting sustainable consumption behavior has become a critical societal objective. Sustainability advertising is a promising marketing strategy to encourage such behavior. However, previous studies have not adequately addressed consumers’ responses to firm’s sustainability incentives through advertising or the impacts of customers’ emotional and cognitive perception on the intention to and green products purchasing, but its impact extends beyond consumer attitudes alone. This study aims to bridge this gap by examining the mediating roles of green perceived value and environmental consciousness. Methodology/approach: The construct of the Theory of Planned Behavior (TPB) associated with the Stimulus Organism Response (S-O-R) theory was applied in this study. Data was collected from 481 green products consumers in Ho Chi Minh City, who have already watched sustainability advertising. Results: The results had proven that perception of the information and message of sustainability advertising positively relate to customers’ green perceived value and environmental consciousness. It has been shown that there is significant encouragement for sustainable consumption intention and resultant sustainable consumption behavior. Implications: Theoretically, this study plays a crucial role as a contributor to the research literature by integrating S-O-R and TPB theories in order to analyze how well sustainability advertising can work. It underlined how consideration of how consumers perceive and approach psychological factors is one of the key players in developing attitudes and intentions. In the practical realm, the study results provide insightful information for further research by addressing specific elements of sustainability advertising that impact consumer perceptions and behaviors, thereby providing practical recommendations for marketers and enterprises in enhancing sustainability programs investment to better trigger sustainable consumption.