Green consumption and purchasing behaviors: The intermediary role of green advertising and the regulatory effect of sustainability commitments

Sustainability, which has made humanity more sensitive in recent years, has significantly changed consumer awareness and purchasing behavior; while green purchasing has come to the fore, businesses have started to organize all their strategies in this direction. In this context, marketing has a special importance in sustainability. Based on this idea, this study aims to determine the effect of general prosocial attitude on green consumption values and the effect of green consumption values on green purchasing behavior, to examine the mediating role of sensitivity to green advertisements in this effect, and the moderating effect of sustainability behavior and sustainability attitude commitment. In the research conducted within the scope of the study, as a result of the analysis of the data collected with the questionnaire applied to 779 consumers over the age of 18 and in different age and gender groups living in Istanbul, it was determined that general prosocial attitude has a positive effect on green consumption values and green consumption values have a positive effect on green purchasing behavior, and sensitivity to green advertisements mediates this effect. In addition, the results of the study showed that sustainability values and sustainability attitude commitment did not have a moderating effect on the effect of green consumption values on green purchasing behavior. In this context, the findings of the study suggest that general prosocial attitude should be taken into consideration in strategy development in order to promote green purchasing behavior and sustainable consumption habits in the society. Additionally, there are significant differences in the impact of sensitivity to green advertisements and green consumption values on green purchasing behavior, depending on the demographic characteristics of consumers. The results highlight the necessity of developing distinct marketing communication strategies tailored to different target groups to promote green purchasing behavior and enhance the effectiveness of green advertisements.