- Dongqin Li: School of Economics and Management, Shangqiu Polytechnic, Shangqiu, 476100, China. lidongqin202303@163.com.
In recent years, the rising concern for environmental sustainability has reshaped consumer preferences, driving a growing interest in eco-friendly products. Green advertising, which promotes products based on their environmental benefits, has emerged as a powerful tool in influencing consumer intentions and encouraging sustainable choices. Green advertising has transformative impacts on buying intention of consumers towards green products, and this leads to advancement of economic sustainability. This study explorese the impact of green advertising and environmental knowledge on consumers' intentions to purchase eco-friendly products, addressing a critical gap in understanding the psychological factors that drive sustainable consumer behavior. Additionally, the study discusses the role of eco-branding, eco-labelling, and consumer innovativeness as moderators of the intention of green product purchase. The data was collected from 512 Chinese individuals and employed structural equation model for empirical analysis. Our findings reveal that green advertising has a significant positive influence on consumers' intention to buy green products, with environmental knowledge amplifying this effect. Additionally, factors such as eco-branding, eco-labelling, and consumer innovativeness further enhance consumers' inclination towards sustainable purchases. These insights highlight the importance of integrating educational elements into green advertising strategies and suggest that companies should invest in eco-labelling and branding to reinforce consumer trust and engagement with sustainable products. The empirical findings carry implications for refining green advertising strategies, suggesting increased investments in both green production and advertising initiatives.