IMPACT OF GREEN APPAREL ADVERTISEMENTS ON PURCHASE INTENTIONS: THE MEDIATING ROLE OF GREEN TRUST
DOI:
https://doi.org/10.59415/mjacs.337Keywords:
Green Apparel Advertisements, Green Trust, Gen Z, Purchase Intentions.Abstract
With Increasing focus toward sustainability, companies are promoting green products through advertising. One of the key contributors to environmental degradation is Apparel Industry, because of its overconsumption, high amount of waste and Fast Fashion. In order to overcome this Apparel brands are promoting its green initiatives such as sustainable clothing products, ethical production processes, reduced environmental impact and many more through their advertising. Hence, the Study looks at how Green Apparel Advertising influence on purchase intentions among Gen Z Consumers through highlighting the Mediation of Green Trust. The Study is quantitative, purposive sampling method is adopted and structured questionnaire with Likert-scale items was used to collect Primary data from 385 respondents. Findings indicates that green apparel advertising does have a major influence on purchase intentions and through partial mediation from green trust. The study provides valuable insights to marketers and policymakers to enhance and craft effective green advertisements focusing on young consumers and encourage longer sustainable habits.
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