Abstract
We used the health belief model (HBM) to investigate predictors of green advertising attitude and behavioral intention, and to explain the influence of these factors on environmentally friendly consumption. We conducted a survey with a college student sample (N = 236) in South Korea. Regression analysis results showed that the inclusion of both HBM factors and consumption-related factors, as opposed to just 1 type of factor, was associated with superior prediction ability in relation to environmentally friendly consumption. In addition, the inclusion of HBM factors, consumption-related factors, and green advertising attitude in the model resulted in a better predictor of behavioral intention. Our findings suggest that ecological consumption is influenced by consumers' past experience with green marketing as well as their beliefs about environmental issues. Implications of the findings and suggestions for future research are discussed.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Social Behavior and Personality: an international journal
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
