Advancing purchase intention prediction: a novel model for evaluating advertising appeal efficacy

Advertising plays a significant role in attracting customers and in marketing strategies. This research has two main objectives: to develop and test a model where the type of advertising serves as a predictor variable, with customer involvement acting as a mediator between attitude toward the advertisement and purchase intention. The study aims to focus on the psychology of consumers viewing advertisements and their motives for choosing sustainable products. However, it has not yet explored customer involvement as a moderator about purchase intention. The research investigates whether the type of ad influences communicators’ attitudes toward sustainable products. Responses were collected by intercepting shoppers inside a mall, resulting in 246 completed profiles. For analysis, we used structural equation modeling supported by AMOS 22.0 software. Results indicate that the strongest consumer responses occur only when the type of advertisement matches the level of consumer involvement, highlighting that the interaction between these factors best drives engagement.