Green Advertising and Consumer Purchase Intention in the Digital Economy: The Role of Green Brand Trust

Abstract

The digital economy has changed the interaction between consumers and brands. Many companies now use digital green advertising to show their environmental responsibility. However, the mechanism between digital green ads and consumer purchase intention remains unclear. Based on the Stimulus-Organism-Response (S-O-R) model, this study examines how digital green advertising influences purchase intention. We also explore the mediating role of green brand trust. We collected empirical data from 450 active digital consumers through an online survey. The structural equation modeling (SEM) results show that green advertising positively affects purchase intention. More importantly, green brand trust plays a strong mediating role in this relationship. Digital green ads cannot directly trigger sales unless they first build a solid foundation of environmental trust. This paper provides clear practical implications for green marketing in the digital era.