Investigating the mediation role of green advertising and government support: Does it take two to tango?

Abstract

This study examined the role of eco-labels, green advertisements, government support, attitude toward green products, and social media marketing on purchase intention. Data was collected from 464 adult customers in Indonesia and analyzed using the the WarpPLS structural equation model (SEM). The research showed that there was a positive influence between ecolabels and green advertisements, eco-labels and government support, green advertisements and attitude toward green products, government support and attitude toward green products, and attitude toward green products and purchase intention. Unfortunately, social media is not able to moderate the effect of attitude toward green products on purchase intention. This study uses unclassified respondents and only describes adult customers in Indonesia. The practical implementation of this research is the importance of eco-labels to increase purchase intention through green advertisements and government support. This will be very beneficial for both consumers and producers because of the support from the government.