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The Moderating Role of Environmental Concern between Green Advertising Practices and Consumer Green Purchase Behavior

Leena Ahmadi and Sadeq Zazai

Volume 5 Issue 4 | Dec 2022

DOI: 10.31841/KJEMS.2022.129

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Total Downloads: 7

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The purpose of this study is to know the effect of green advertising practices on consumer green purchase behaviour in the food and beverage sector of Afghanistan. The current study applies Ajzen’s theory of planned behavior (TPB) to evaluate the relationship between green advertising practices and consumer green purchase behaviour, including the additional predictors (green awareness, green products, and environmental concern). This study is based on a quantitative methodology. The survey based on a questionnaire was conducted with a convenient random sampling technique of the food and beverage sector consumers and a total of two hundred respondents were selected. The overall result of this study shows that three predictors significantly improve the TPB in the context of green advertising practices on consumer green purchase behaviour. This means there is a positive and significant effect of green advertising practices on consumer green purchase behaviour by considering the moderating role of environmental concern. Further, this study recommends that for future research the researcher can add more green advertising practices and increase the sample size. It is also suggested that companies emphasize green launch, use green labels or stickers on the front side of their products, ensure natural claim, sustain green profile, and start using the concept of 3Rs (Reduce, Recycle, and Reuse).
Keywords: Green advertising, environmental green awareness, green product, environmental concern, and consumer green purchase behaviour.