Green Advertising Effectiveness: Brand Image and Green Trust Among Generation Y and Z

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216208%3A11230%2F24%3A10514921" target="_blank" >RIV/00216208:11230/24:10514921 - isvavai.cz</a>

Result on the web

<a href="https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=ALrGliFuK1" target="_blank" >https://verso.is.cuni.cz/pub/verso.fpl?fname=obd_publikace_handle&handle=ALrGliFuK1</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7454/jkmi.v13i2.1223" target="_blank" >10.7454/jkmi.v13i2.1223</a>

Result language

angličtina

Original language name

Green Advertising Effectiveness: Brand Image and Green Trust Among Generation Y and Z

Original language description

Green advertising has grown exponentially over the past few decades. Although there are a lot of proenvironment attitudes, there are also signs of distrust by the public towards green advertising, which is often perceived as deceptive. For that reason, this research was done to find out the effects of green advertising on green trust mediated by brand image used a quantitative approach with an explanative research type, which was done using a survey with an online questionnaire. The questionnaire is distributed to 394 respondents, with quota sampling, consisting of 197 generation Z and 197 generation Y. The hypothesis was tested with path analysis using the Structural Equation Model (SEM). The result showed that green advertising is effective in influencing green trust either directly or through brand image as mediation with a large effect of 0.72. This concluded the path model as a partial mediation. From the result, it is proven that green advertising with the main focus in product orientation is effective in Generation Y and Z. Therefore, this research contributed in proving green marketing communication and selective influence theory through the effectiveness of green advertising on brand image and green trust.

Czech name

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Czech description

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Type

J_ost - Miscellaneous article in a specialist periodical

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Jurnal Komunikasi Indonesia

ISSN

2301-9816

e-ISSN

2406-9221

Volume of the periodical

13

Issue of the periodical within the volume

2

Country of publishing house

ID - INDONESIA

Number of pages

20

Pages from-to

222-241

UT code for WoS article

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EID of the result in the Scopus database

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