Abstract
The present study models the antecedents of scepticism toward green advertising. Post literature review a research framework was conceptualised wherein environment consciousness, green consumerism, green ad guilt appeal, perceived brand credibility and attitude towards sponsor were hypothesised as possible antecedents of scepticism towards green advertising. Data collection was done through a self-administered questionnaire based online survey from a sample of 271 respondents, drawn using judgmental sampling. Structural equation modelling (SEM) was employed to validate the said framework. Findings suggested that perceived brand credibility, attitude toward sponsor, green consumerism and green ad guilt appeal were found significant predictors of scepticism toward green advertising while environment consciousness though was found forming the perceived brand credibility and attitude toward sponsor but not affecting scepticism. Interestingly environment consciousness was found having no relationship with green consumerism. The present study reiterates the antecedents of scepticism towards green advertising and is one of its kinds in the context of India.
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