Abstract
Environmental sustainability importance increases, the environmental degradation problems attract the discussions around the world concerning many areas of life, consumption and disposition of goods. Green marketing and advertisement have become a popular choice by companies to influence the consumer buying process. This study aimed to examine the moderated role of green advertisement among the influence of environmental concern, social impact and self-image on green purchase behaviour. The survey sample is 458 responses from various consumers. The methodological tools were quantitative research methods. The study applied confirmatory factor analysis and moderation analysis to evaluate the six hypotheses developed and proposed in the conceptual framework. The authors performed regression and moderation analysis after achieving the model fit indices and Cronbach's alpha. The regression analysis reveals that independent variables environmental concern, self-image and social impact had a significant influence on green purchase behaviour. Furthermore, environmental concern and self-image have a more substantial influence on green purchase behaviour. The moderation results revealed that green advertisement has a positive and significant moderated relationship among environmental concern, self-image, social influence and green purchase behaviour. The obtained results indicated that marketers could increase green purchase behaviour. In turn, it will allow supporting the green environment by taken above determinants of green purchase behaviour into consideration for developing green policies and strategies which are mutually beneficial for the consumer as well as for the safe environment. The findings of this study suggest that green advertisement could increase green purchase behaviour. Herewith, people become greener and environment-conscious in their routine life. The authors suggested practical implications for the strategists and marketers who are willing to go green. The study results present an overview on how marketers could devise more effective strategies and advertisement to endorse the green purchase behaviour.