Effective green advertising communication

The role of message credibility on purchase intention

Bibliographic Data

ID22434874
AuthorsLing Ling Tan (0000-0001-8504-6873, Tunku Abdul Rahman University of Management and Technology), Chitra Muthusamy (Tunku Abdul Rahman University of Management and Technology), Cindy Poh Huay Yuet (Tunku Abdul Rahman University of Management and Technology), Vaenthan Chellandy (Tunku Abdul Rahman University of Management and Technology)
Year2026
Pages1-18
Publication date2026-03-19
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueGlobal Knowledge, Memory and Communication (JOURNAL)
Journal identifiersISSN: 2514-9342 • E-ISSN: 2514-9350
PublisherEmerald (PUBLISHER)
DOI10.1108/gkmc-01-2025-0078
OpenAlexW7138985299
LanguageEN
References cited64

Purpose This study aims to investigate the effect of message credibility on attitude towards green products, green brand image and green trust; the effect of attitude towards green products, green brand image and green trust on green purchase intention; and the mediating effect of attitude towards green products, green brand image and green trust on the relationship between message credibility and green purchase intention by applying the stimulus–organism–response theory. Design/methodology/approach The quantitative method using online survey questionnaire was used. The target population were working adults aged 20–55 years old. The targeted respondents were selected based on a purposive sampling method. Findings Message credibility positively influenced attitude towards green products, green brand image and green trust. Attitude towards green products is positively related to green purchase intention. However, both green brand image and green trust were not significantly related to green purchase intention. For the mediating effect, attitude towards green products positively mediates the relationship between message credibility and green purchase intention. Practical implications Marketers should prioritise the accuracy and reliability of information in green advertisements. By ensuring that green advertising messages are truthful and transparent, businesses can build trust with consumers, thereby aligning their marketing strategies with the environmental values held by their target audience. Originality/value Although substantial research exists on green consumerism, a specific gap remains in understanding how message credibility influences green purchase intention. The discrepancy between what consumers say about their concern for the environment and what they plan to do suggests that companies need to reinforce their connections with consumers via their credible green advertising messages.

Brand Image · Credibility · Green Marketing · Nonprobability sampling · Population · Survey methodology · Corporate Social Responsibility Reporting · Environmental Education and Sustainability · Environmental Sustainability in Business

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