The mediating role of attitude towards green products on the relationship between green advertising and positive word of mouth

Introduction

Green advertising has become a cornerstone of modern marketing strategies, serving as a vital communication tool for promoting environmentally friendly products and encouraging sustainable consumer behavior. As environmental concerns grow among consumers, green advertising is increasingly viewed as a powerful mechanism to influence consumer attitudes and behaviors. Its primary functions (inform, remind, and persuade) aim to create awareness and foster strong, positive attitudes toward brands and companies. It typically incorporates claims such as "eco-friendly," "biodegradable," "recyclable," and "safe for the environment" to highlight how a product or company contributes to environmental preservation or reduces ecological harm. [13]. At the same time, word-of-mouth (WOM) has emerged as a powerful and trusted form of communication, often surpassing traditional advertising in its ability to influence consumer decisions. Positive WOM, driven by personal experiences and recommendations, is perceived as more credible and authentic, making it a critical factor in shaping consumer attitudes and purchase intentions [33]. At its core, WOM involves conversations about products and services that occur independently of corporate advertising. These conversations can take the form of mutual discussions or unilateral advice, and they often carry more weight than traditional marketing messages. In the context of green products, WOM can amplify the impact of green advertising by sharing firsthand experiences, thereby enhancing the credibility of environmental claims. This interplay between green advertising and WOM underscores the importance of understanding how consumer attitudes toward green products mediate this relationship. Marketers recognize the value of positive WOM and actively seek to cultivate it, as it is rooted in consumers’ firsthand experiences with products or services [1].

Last but not least, attitude plays a central role in shaping consumer behavior, particularly in the context of environmentally friendly products. In the realm of green products, attitude reflects the degree to which individuals positively or negatively value the performance of green behavior [30]. This evaluation is critical, as it directly influences consumers' intentions and actions toward sustainable consumption. The purpose of this study is to investigate the mediating role of attitudes toward green products (ATGP) in the relationship between green advertising and positive word-of-mouth (PWOM) intentions. Specifically, the research aims to examine how cognitive and affective responses to green advertising, consumer responses to companies and their products, and the ethical impact of green advertising influence PWOM, with ATGP acting as a mediator. By analyzing these relationships, the study seeks to provide insights into how green advertising can effectively shape consumer attitudes and behaviors, ultimately fostering PWOM and promoting sustainable consumption. The findings are intended to guide marketers, policymakers, and businesses in designing more effective green marketing strategies that align with consumer values and drive environmental sustainability.

The theoretical review

Green Advertising

In today’s commercial landscape, ecological concerns have become a central focus, driving the widespread adoption of green marketing as a strategy to promote environmentally friendly products and processes. Governments and businesses are increasingly prioritizing sustainability, with industries leveraging green strategies to gain a competitive edge while addressing pressing environmental challenges [9]. Rooted in the philosophy of sustainable development, green marketing aligns business operations with ecological goals, reflecting a commitment to long-term environmental stewardship [34]. This approach has gained significant traction in recent years, as companies strive to align their practices with environmental sustainability, making green marketing a critical area of both academic and practical exploration [6]. The rise of environmentally conscious consumers has further amplified the importance of green marketing. These consumers seek to align their purchasing decisions with their environmental values. Additionally, the integration of AI technologies has enhanced the effectiveness of green marketing by enabling precise targeting and real-time adjustments to campaigns, thereby optimizing their impact [5]. This evolving trend underscores the importance of green marketing in advancing sustainable development and meeting the growing consumer demand for eco-friendly solutions.

Green advertising has emerged as a critical strategy for businesses to promote sustainability and eco-friendly products, reflecting its growing importance in contemporary marketing practices [14]. The origins of green advertising can be traced back to the 1970s, a period marked by economic recessions and rising oil prices, which heightened public focus on environmental issues. In recent years, green advertising has regained prominence due to increased environmental awareness and concerns about sustainability [24]. Green advertising can be defined as any advertisement that meets one or more of the following criteria: 1) explicitly or implicitly addresses the relationship between a product/service and the biophysical environment, 2) promotes a green lifestyle with or without highlighting a specific product/service, and 3) presents a corporate image of environmental responsibility [4]. By employing diverse strategies, ranging from highlighting eco-friendly product attributes to showcasing corporate environmental responsibility, green advertising seeks to influence consumer attitudes and behaviors, fostering a shift toward sustainable consumption [25]. Central to its effectiveness is the communication of pro-environmental benefits, which not only boosts sales but also encourages environmentally conscious purchasing decisions. However, its effectiveness depends on the advertiser's ability to align messaging with consumers' values and beliefs about environmental protection, thereby motivating sustainable actions [22]. Visual and symbolic elements, such as the use of green color, play a significant role in shaping consumer perceptions, as green is often associated with environmental friendliness, while grey conveys the opposite [10].

The objectives of green advertisements vary widely. Some aim to communicate simple, clear, and general environmental information about products, while others seek to engage consumers through interactions with company representatives or participation in environmental initiatives [35]. The impact of green advertising also varies depending on product type. For technology-intensive products like hybrid cars, functional green ads are more effective in shaping brand attitudes, whereas emotional appeals resonate better with non-technology-intensive items such as recyclable shopping bags [10]. Notably, green advertising has been shown to significantly increase behavioral intentions compared to non-green ads [7].

Drawing from a comprehensive review of prior studies, and particularly building on the work of [17], this research examines green advertising through three distinct dimensions. These dimensions encompass: 1. Cognitive and affective responses to green advertising (CAR): A consumer's affective response pertains to the emotional reactions triggered by exposure to an advertisement, whereas the cognitive response encompasses the evaluative judgments and thoughts generated about the ad. 2. Consumer responses to the companies and their products (CR): When consumers encounter green advertisements, they develop reactions not only to the ads but also to the advertisers and the products being promoted. These responses encompass a range of opinions and attitudes, including perceptions of the product or service and the reputation of the advertiser. Companies' introducing new green products can positively influence the attitudes of customers towards those brands [10]. 3. The ethical impact of green advertising (EI): Recent studies have examined the ethical implications of green advertising on consumer behavior and attitudes, focusing on its moral and societal consequences when promoting products or services as environmentally friendly [38]. This ethical impact encompasses key concepts such as the credibility of green advertising, consumer skepticism, and the prevalence of greenwashing. As environmental concerns intensify, many businesses have adopted green marketing strategies; however, these efforts often involve ambiguous or deceptive messages rather than genuine sustainable practices, undermining their ethical integrity [11]. This is further evidenced by the fact that over 70% of corporate environmental claims are misleading, highlighting the widespread issue of greenwashing in global advertising [27]. Credibility in green advertising plays a pivotal role, as it relies on the perceived trustworthiness and accuracy of environmental claims. When advertisements provide transparent, verifiable information about a product's ecological benefits, they foster consumer trust and strengthen the ethical foundation of the brand.

Positive Word-of-mouth (PWOM)

Word-of-mouth (WOM) communication has become one of the most influential marketing channels, experiencing significant growth since 2004 [36]. WOM is defined as an informal promotional medium involving the exchange of information, communication, or conversations between individuals about the value of a product or service, significantly influencing perceptions and evaluations. It could be an oral or written communication process between a sender and receivers [21]. Unlike traditional advertising, WOM is a consumer-driven form of communication that is widely perceived as more trustworthy, credible, and reliable. It plays a critical role in shaping consumer behavior by providing information about products, their social performance, and the psychological consequences of purchasing decisions [36]. In today’s competitive marketplace, WOM is essential for attracting and retaining customers, as it significantly shapes attitudes, intentions, and behaviors, including repurchase and recommendation decisions [33]. Over the past few decades, WOM has evolved from being limited to local, personal interactions to encompassing global reach due to advancements in technology, particularly in social media platforms and mobile communication [20]. Consumers tend to trust WOM more than other information sources because of its personal nature, lack of commercial intent, and reliance on genuine satisfaction with a product or service [19]. Consumers rely on various sources of WOM, including personal networks (e.g., friends and family) and commercial channels (e.g., newspapers, television), with the influence of these sources varying by product or service [16]. The tendency to discuss with others is explained by the human need to share opinions, possibly linked to self-preservation, the desire to build social connections, economic reasons, and the need to resist advertising pressures [23]. Recommendations from friends, relatives, and colleagues are often trusted more than advertisements, as they are perceived as genuine and unbiased. This trust makes WOM highly effective in converting neutral or negative attitudes into positive ones, with studies suggesting it can be up to nine times more impactful than traditional advertising [1].

Word of mouth has both negative and positive aspects based on the perception of customers towards an organization or their products or services. PWOM is a process through which one can help others by telling them about a product in a positive way. [52]. PWOM involves sharing pleasant experiences and product advantages, enhancing brand choice and loyalty, while NWOM includes complaints or negative experiences, discouraging purchases and damaging brand reputation [32]. Research shows that NWOM can be more powerful due to its ability to distort positive messages, though some studies argue that PWOM and NWOM have similar impacts on brand attitudes and purchase intentions [32]. In green marketing, green WOM refers to sharing positive environmental messages about products or brands, playing a crucial role in promoting green products [15]. In the context of green marketing, the concept of green word-of-mouth is particularly significant. Green WOM can be defined as "the extent to which a customer shares positive environmental messages about a product or brand with friends, relatives, and colleagues" [15]. This form of WOM is crucial in promoting environmentally friendly products, as it leverages personal recommendations to communicate the ecological benefits and ethical values associated with green brands. Green WOM plays a pivotal role in the proliferation of green products by influencing consumer perceptions [18]. As consumers become more environmentally conscious, they rely on trusted personal networks to validate the sustainability claims of products. Positive green WOM can amplify the reach of green marketing campaigns, encouraging others to adopt eco-friendly behaviors and products. Thus, green WOM serves as a powerful tool for both marketers and environmental advocates, bridging the gap between consumer trust and sustainable consumption.

Attitude Toward Green Products

Attitude is a fundamental psychological construct that plays a central role in consumer decision-making. It is defined as a long-term formation shaped by motivational, emotional, and cognitive processes, influenced by the environmental context in which an individual exists [2]. Attitude reflects the degree to which an individual evaluates a behavior or entity positively or negatively, often expressed as a psychological tendency to favor or disfavor a particular subject. In the context of green products, attitude refers to the extent to which individuals positively or negatively value the performance of green purchase behavior [30]. Consumers with positive attitudes toward green products are more likely to engage in eco-friendly and socially responsible actions, driven by a desire to contribute to environmental sustainability [31]. This is supported by studies showing that attitude is a key predictor of behavioral intentions, as consumers with favorable evaluations of environmentally friendly products are more inclined to purchase them [26]. Additionally, heightened environmental awareness and concerns further strengthen these attitudes and drive sustainable purchasing decisions [12]. Marketers and policymakers must therefore focus on strategies that enhance positive attitudes toward green products, as these attitudes serve as a bridge between environmental awareness and actual sustainable behavior.

Methods

Sample, Data Collection and Measures

Primary data for this study was collected over a five-month period, from April to August 2021. The sample consisted of 447 Syrian consumers who participated by completing the questionnaire. After excluding incomplete or inconsistent responses, 420 valid responses were retained for analysis. The questionnaire was distributed online through the Google Forms service. A link to the questionnaire was distributed within social media platforms to Syrian consumers. The statistical program SPSS (version.22) and SPSS (version.23) Amos were used to analyze collected data. The questionnaire consists of four sections: The first section includes items related to the demographic information and the descriptive characteristics of the sample members (gender, age group, marital status, educational level and work). The second section includes the items that related to the independent variable, which is the dimensions of the green advertising. The number of items in this section is 16 for all 3 dimensions (cognitive and affective responses to green advertising - 6 items, consumer responses to the companies and their products - 6 items, and the he ethical impact of green advertising - 4 items), adopted from: Haytko and Matulichl, (2008) [17]; Attia, (2014) [3], Sakthivel. G and Maheswari. R., (2015), [37]. The third section includes items related to the dependent variable, which is the PWOM. The number of items in this section is 3 adopted from: Lee Sanghoon et al. (2015) [29] and Lee Jin et al (2010) [28]. The fourth Section includes the items for the mediator variable (ATGP). The number of phrases in this section is 4 items adopted from: Mamun, Abdullah et al., (2018) [30], Alhosseini Seyed et al (2019) [2], and Sreen Naman et al (2020) [39].

Cronbach's Alpha

Cronbach's Alpha was used to judge reliability, and its coefficient was high (0.838) for the total of the questionnaire items (28 items). So, it can be said that the questionnaire statements are reliable without the need to delete any items.

Correlations Among Variables

The following table shows the values of the correlation coefficients between each pairs of variables and the value of the corresponding significance level sig:

Table 1. Correlations (Partial Correlation)

It is obvious from the previous table that the correlation of the dependent variable (PWOM) with the dimensions of the independent variable (CAR, CR and EI) are all statistically significant. The corresponding Sig value for all of them was less than (0.05), and the values of the correlation coefficients for all were higher than (0.3). We also note that the correlation of CAR, CR and EI with each other is statistically significant, but we cannot rule out one of them because the corresponding correlation coefficients for each of them is less than (0.7). We also note the correlations between ATGP and (CAR, CR and EI) from one hand, and between ATGP and PWOM from another, are statistically significant. The corresponding Sig value for all of them was less than (0.05), and the values of the correlation coefficients for all were higher than (0.3). We also noted after studying the Partial Correlation with removing ATGP, that all the values of the correlation coefficients decreased significantly between the dimensions of green advertising and PWOM, which gives an indication of the need to study the effect of ATGP on the relationship between the dimensions of green advertising and PWOM.

Theoretical model and hypotheses development

The following model (figure 1) shows that there are 3 types of variables: Independent (CAR, CR and EI), Mediator (ATGP), and Dependent (PWOM):

Figure 1. The theoretical model [Source: By the authors].

The researchers tested the following hypothesis in order to evaluate the model: H0: The general model resulting from multiple regression is statistically significant. The results showed that the value of the coefficient of determination R Square in the model using the Enter method equals 0.527, meaning that the model explains 52.7% of the variance in the dependent variable (PWOM) and this percent is too high, and the model is significant (H0 is accepted).

The researchers evaluated a set of hypotheses within the model, which are outlined as follows:

Direct effects

H1: Cognitive and affective responses toward green advertising have a statistically significant positive effect on positive word of mouth.

H2: Consumer responses to the companies and their products has a statistically significant positive effect on positive word of mouth.

H3: The ethical impact of green advertising has a statistically significant positive effect on positive word of mouth.

H4: Attitude towards green products has a statistically significant positive effect on positive word of mouth.

The mediation effects of attitude towards green product

H5: Attitude towards green products mediates the relationship between cognitive and affective responses toward green advertising and positive word of mouth.

· H5a: Cognitive and affective responses toward green advertising have a statistically significant positive effect on attitude towards green products.

· H5b = H4

· H5c = H1

· H5d: The indirect effect between cognitive and affective responses toward green advertising and positive word of mouth through attitude towards green products is statistically significant.

H6: Attitude towards green products mediates the relationship between consumer responses to the companies and their products and positive word of mouth.

· H6a: Consumer responses to the companies and their products have a statistically significant effect on attitude towards green products.

· H6b = H4

· H6c = H2

· H6d: The indirect effect between consumers' responses to companies and their products and positive word of mouth through attitude toward green products is statistically significant.

H7: Attitude towards green products mediates the relationship between the ethical impact of green advertising and positive word of mouth:

· H7a: The ethical impact of green advertising has a statistically significant positive effect on attitude towards green products.

· H7b = H4

· H7c = H3

· H7d: The indirect effect between the ethical impact of green advertising and positive word of mouth through attitude toward green products is statistically significant.

The following model illustrates the hypotheses:

Figure 2. The Statistical Model with Hypotheses [Source: By the authors].

Results and Discussion

Model Estimates and Hypothesis Testing

The table below (table - 2) presents the estimates from the general model, along with their corresponding standard errors (S.E.). It also includes the test statistic values, Critical Values (C.R.), and the associated p-Values. Additionally, the standardized estimates (Beta) are provided to indicate the relative importance of each variable within the model.

Table 2. Direct Effect

It is evident that the independent variable with the largest contribution to the overall model is CR, as it has the highest standardized estimate (Beta) value. This indicates that CR is the most significant predictor of the dependent variable PWOM, after accounting for the variance explained by all other variables in the model. Following CR, the variables ATGP, CAR, and EI contribute in descending order of importance.

Testing the Hypothesis of the Mediator Variable (ATGP)

The researchers examined the indirect effects of the independent variables (CAR, CR, and EI) on the dependent variable (PWOM) through the mediating variable (ATGP). The table below presents the values of the indirect effects, along with their statistical significance, for each independent variable in the model.

Table 3. Indirect Effect

The following table summarizes the testing of the mediator’s hypothesis:

Table 4 - Mediation Effect

From the previous table, it is evident that H5 and H6 are supported. This indicates that ATGP mediates the relationship between the first two independent variables (CAR and CR) and the dependent variable (PWOM). Additionally, since H5a and H6a are supported, we can conclude that ATGP plays a partial mediation role rather than a full mediation role. On the other hand, H7 is not supported, meaning that ATGP does not mediate the relationship between the third independent variable (EI) and the dependent variable (PWOM). Overall, the results demonstrate a statistically significant positive effect of green advertising (CAR, CR, and EI) on PWOM. Furthermore, the findings suggest that ATGP can be considered a mediating variable in the model, as it partially mediates the relationship between green advertising and PWOM. This study explored the mediating role of attitudes toward green products in the relationship between green advertising and positive word-of-mouth (PWOM). The findings revealed a statistically significant positive effect of green advertising, which comprising cognitive and affective responses (CAR), consumer responses (CR), and ethical impact (EI), on PWOM. Additionally, the results demonstrated that attitudes toward green products (ATGP) act as a mediator in the model, effectively bridging the relationship between green advertising and PWOM. This highlights the critical role of ATGP in translating green advertising efforts into positive consumer advocacy.

This research is consistent with earlier findings by Yoon, D., et al. (2020) [41], which indicated that both affective and cognitive attitudes toward green advertising play a significant role in fostering persuasion and shaping behavioral intentions, such as PWOM. Understanding the dynamics of cognitive and affective responses can therefore enable marketers to refine their advertising strategies for optimal impact, as emphasized in the study by Ying Kong and Aihua Zhang (2013) [40]. This alignment underscores the importance of addressing both emotional and rational dimensions in green advertising to effectively influence consumer behavior. Finding also revealed that the ethical impact of green advertising is integral in fostering consumer motivation towards developing purchase intentions, as it instills confidence in consumers that the promoted product genuinely addresses environmental concerns rather than resorting to deceptive claims, and this supports the results of Chitral P. Patel, Pawan K. Chugan (2015) [8]. On the other hand, the results showed that the mediating role of ATGP in the relationship between green advertising and PWOM elucidates the underlying mechanisms by which green advertising shapes POWM. It also showed that attitude has a positive direct impact on PWOM.

This study holds significant implications for both practitioners and academics in the fields of green marketing and consumer behavior. The findings demonstrate a statistically significant positive effect of green advertising on positive word-of-mouth (PWOM), with attitudes toward green products (ATGP) serving as a mediating factor in this relationship. By examining cognitive and affective responses to green advertising, consumer perceptions of companies and their products, and the ethical impact of green advertising, marketers can refine their strategies to effectively communicate eco-friendly attributes and foster PWOM. On a theoretical level, the study’s model highlights the mediating role of ATGP between green advertising and PWOM, offering valuable insights for researchers and contributing to the growing body of knowledge in this domain.

In general, green advertising should prioritize promoting environmentally friendly practices over mere profitability. Advertisements must be designed with social and environmental considerations at their core to build and sustain consumer trust. Clear, transparent, and accurate messaging about the environmental benefits of promoted products is essential. Marketers should pay close attention to shaping and understanding consumer attitudes toward green products, ensuring that their campaigns align with genuine sustainability efforts. Avoiding greenwashing is critical to maintaining consumer trust and preserving brand credibility, as misleading claims can severely damage a brand’s reputation and undermine the effectiveness of green marketing initiatives. Future research could explore several promising avenues to expand on this study’s findings. First, it would be valuable to investigate the role of attitudes toward green products in the relationship between green advertising and various types of consumer behavior. Second, researchers could examine different dimensions of green advertising beyond those examined in this study. Finally, conducting similar studies focused on specific green brands or products, particularly in countries where green products are more prevalent, could provide deeper context and enhance the generalizability of the findings.

Conclusion

This study explored the mediating role of attitudes toward green products (ATGP) in the relationship between green advertising and positive word-of-mouth (PWOM). The findings revealed that ATGP partially mediates the relationship between cognitive and affective responses to green advertising, as well as consumer responses to companies and their products, and PWOM. However, no significant mediation was found for the ethical impact of green advertising. These results underscore the importance of fostering positive attitudes toward green products to amplify the effectiveness of green advertising in driving PWOM. For policymakers and marketers, the study highlights the need to design transparent, credible green advertising campaigns that resonate with consumer values and promote sustainable practices. By aligning green marketing strategies with consumer attitudes, businesses can enhance purchase intentions and contribute to sustainable development. Future research should explore additional mediators and expand the study to other regions to further validate these findings. Ultimately, this research provides actionable insights for leveraging green advertising to build consumer trust, encourage eco-friendly behaviors, and advance environmental sustainability.