The influences of perceived green advertising value and motivation types on green purchasing intention

This study investigates how consumers' perceived green advertising values influence different motivation types and-in turn-their green purchase behavioral intention. By using the Stimulus-Organism-Response model and self-determination theory, we examine perceived green advertising value's effects on intrinsic motivation (personal satisfaction) and four extrinsic motivation regulations (external regulation/social approval, introjected regulation/guilt or obligation, identified regulation/personal values, and integrated regulation/identity alignment) and these motivations' influences on green purchase intention. We analyze a statistically representative sample of 439 Japanese consumers through a partial least square structural equation modeling (PLS-SEM). Our findings highlight the importance of various motivational factors in mediating the relationships between perceived green advertising value and green purchase intention, in which intrinsic motivation and integrated regulation emerged as strong mediators. Our results also underscore the importance of perceived green advertising value in shaping consumers' motivation. Regarding different motivation types' effects on green purchase intention, we find a lack of impact of introjected regulation. Integrated regulation emerges as the strongest predictor of green purchase intention. We draw out implications and outline future research directions from the study findings.