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Effective green advertising communication: the role of message credibility on purchase intention

Ling Ling Tan et al.

Global Knowledge, Memory and Communication2026https://doi.org/10.1108/gkmc-01-2025-0078article
ABDC B
Weight
0.50

Abstract

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.

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https://doi.org/https://doi.org/10.1108/gkmc-01-2025-0078

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@article{ling2026,
  title        = {{Effective green advertising communication: the role of message credibility on purchase intention}},
  author       = {Ling Ling Tan et al.},
  journal      = {Global Knowledge, Memory and Communication},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/gkmc-01-2025-0078},
}

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Effective green advertising communication: the role of message credibility on purchase intention

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.