Journal of Economics, Entrepreneurship and Law Journal of Economics, Entrepreneurship and Law Экономика, предпринимательство и право 2222-534X BIBLIO-GLOBUS Publishing House 122834 10.18334/epp.15.3.122834 OCVOCI Articles Статьи Research Article Посредническая роль отношения к экологически чистым продуктам во взаимосвязи между зеленой рекламой и положительным сарафанным радио The mediating role of attitude towards green products on the relationship between green advertising and positive word of mouth https://orcid.org/0009-0009-1051-8763 Dakhkhan Abdulkader Даххан Абдулкадер

аспирант, Санкт-Петербургский государственный университет (Санкт-Петербург, Россия); ассистент преподавателя, Университет Алеппо (Алеппо, Сирия)

 Abdulkader-dahhan@hotmail.com https://orcid.org/0000-0002-4707-2437 Arenkov Igor Anatolevich Аренков Игорь Анатольевич

доктор экономических наук, профессор, Санкт-Петербургский государственный университет (Санкт-Петербург, Россия)

 I.arenkov@spbu.ru Saint Petersburg State University Saint Petersburg state university University of Aleppo Saint Petersburg State University Saint Petersburg State University 31 03 2025 15 3 VOL 15, NO3 (2025) ТОМ 15, №3 (2025) 1525 1544 06 03 2025 Copyright ©; 2025, Dahhan A., Arenkov I.A. Copyright ©; 2025, Dahhan A., Arenkov I.A. 2025 Dahhan A., Arenkov I.A. Dahhan A., Arenkov I.A. https://1economic.ru/lib/122834

Это исследование изучает влияние зеленой рекламы на положительное сарафанное радио, где отношение к экологически чистым продуктам выступает в качестве медиатора. Данные были собраны с помощью онлайн-анкетирования, в результате чего было получено 420 действительных ответов от сирийских потребителей, и проанализированы с использованием программ SPSS и SPSS Amos. Результаты исследования выявили статистически значимый частичный медиационный эффект отношения к экологически чистым продуктам во взаимосвязи между когнитивными и аффективными реакциями на зеленую рекламу, а также реакциями потребителей на компании и их продукты, и положительным сарафанным радио. Это указывает на то, что отношение потребителей к экологически чистым продуктам играет ключевую роль в преобразовании усилий зеленой рекламы в положительное сарафанное радио. Однако медиационный эффект не был статистически значимым для взаимосвязи между этическим влиянием зеленой рекламы и положительным сарафанным радио. Исследование предоставляет ценные идеи для компаний, предпринимателей и маркетологов, демонстрируя, как зеленая реклама влияет на положительное сарафанное радио и как отношение к экологически чистым продуктам опосредует эту взаимосвязь. Результаты могут помочь в разработке эффективных зеленых практик, соответствующих потребительским запросам на рынке экологически чистых продуктов.

This study explores the impact of green advertising on positive word-of-mouth, with attitude toward green products acting as a mediator. Data were collected through an online questionnaire, yielding 420 valid responses from Syrian consumers, and analyzed using SPSS and SPSS Amos. The findings reveal a statistically significant partial mediation effect of attitude toward green products on the relationship between cognitive and affective responses to green advertising, as well as consumer responses to companies and their products, and positive word-of-mouth. This indicates that consumers' attitudes toward green products play a crucial role in translating green advertising efforts into positive word-of-mouth. However, the mediation effect was not statistically significant for the relationship between the ethical impact of green advertising and positive word-of-mouth. The study provides valuable insights for companies, entrepreneurs, and marketers, demonstrating how green advertising influences positive word-of-mouth and how attitudes toward green products mediates this relationship. The findings can guide the development of effective green practices to align with consumer demands in the green products market. Keywords.

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