Does Green Advertising Always Effectiveness? A Multidimensional Perceived Value Analysis Based on the SOR Model

Abstract

Against the backdrop of increasingly severe environmental issues, this study explores the influence mechanism of green advertising on green purchase intention through perceived value using the SOR model and the theory of consumption value. Through PLS-SEM analysis of 385 valid questionnaire data from China, we found that: (1) Green advertising significantly affects consumers’ perceived functional value, social value, emotional value, conditional value, and epistemic value, indirectly influencing green purchase intention; (2) Among them, social value, emotional value, and conditional value significantly promote green purchase intention, whereas the effects of functional value and epistemic value on green purchase intention are comparatively weaker; (3) Social value, emotional value, and conditional value play a critical mediating role in the indirect impact of green advertising on purchase intention. These findings not only deepen our theoretical understanding of green consumer behavior but also provide important practical insights for formulating more effective green advertising strategies.