The Effects of Green Ads on Customers’ Purchase Decision: The Moderating Role of Generations

OpenAlex Türkçe

The rapid increase in environmental problems that threaten the ecological balance, global problems that threaten people's quality of life and the search for solutions have increased the importance of concepts such as social responsibility, green marketing and green advertising.Businesses have started to take this sensitivity into account in their products and advertisements to create competition and difference.In this study, the effect of green advertisements on the consumer purchasing decision process and the moderator role played by generations on this effect were investigated.Results attained in this research indicate that generations play a moderator role in the effect of green advertisements on purchasing decisions.Besides, the moderator role of generations is decreasing from generation X to generation Y and Z.