How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness

Although the importance of green advertising has increased, there is still little research in terms attributes advertising. The purpose our study was to investigate relationship between and purchase intention when moderated by consumer innovativeness. After collecting data from consumers South Korea, we analyzed 200 usable surveys structural equation modeling. analysis revealed positive relationships three (i.e., attractiveness, informativity, reliability) identified moderating role innovativeness those relationships. Our findings have implications for marketing, especially development strategies.