the effect of green advertising stimulus in social media on youth behavior intentions (experimental study)

Document Type : Original Article

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Assistant Professor, Department of Public Relations and Advertising, Faculty of Information and Communication Arts - October 6 University

Abstract

Green advertising now represents a new competitive market among businesses. Because of its ability to motivate consumers to think more about the environmental effects of products, so the study aimed to measure the effect of stimulus employed by green advertising (functional stimulus - emotional stimulus- combined stimulus) - through social media - on the behavioral intentions of university youth. By measuring the role of the severity of youth's environmental involvement as a mediating variable. The study relied on the elaboration likelihood model model by designing an experiment on four groups of university youth using the intentional sample of 240 individuals. The study reached several results, the most important of which is the positive attitudes of the respondents towards green advertisements and environmentally friendly products, and the effectiveness of the combined stimulus that combines facts and pictures. in stimulating purchasing intentions, and emotional appeals affect the motivation of the respondents to engage with the green advertisement on social media. The study also found weakness effect of environmental involvement as a mediating variable.
 
 

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