The mediating role of environmental responsibility in the effect of consumers' attitudes towards green advertisements on their intention to purchase green products: A study on the Y generation

In this study, the mediating role of environmental responsibility in the effect of attitude towards green advertisements within the scope of the intention to purchase green products was investigated. A questionnaire was applied to 794 participants, who are registered in Çorum population, including 17 statements in order to measure attitudes towards green advertisements, environmental responsibility and intention to purchase green products, and 5 statements about demographic characteristics. The obtained data were analyzed with SPSS 25.0 and Amos 22.0 program. As a result of the analysis, it was determined that the attitude towards green advertising and general attitude from its sub-dimensions towards advertising and perception of advertising affect the environmental responsibility positively and significantly, while the trust in the advertisement and the advertising company does not affect the environmental responsibility. It was determined that the attitude towards green advertising and perception of advertising from its sub-dimensions affect the intention to purchase green products, while trust in the advertisement and the advertising company and the general attitude towards the advertisement do not affect the purchase intention. It was determined that environmental responsibility has a mediating role in the effect of the attitude towards green advertisements on the intention to purchase green products. Keywords: Green advertisements, environmental responsibility, green product purchase intention, Y generation