Abstract

Over the past three decades, there has been an increase in research on a variety of environmental issues, including green advertising, although this field has not yet reached its full potential. Since green advertising has become a more popular topic increased interest from academics, the body of information on this subject has also been expanding. The general goal of green advertising is to highlight ecologically friendly products or the advertiser's corporate environmental responsibilities. To encourage consumers' cognitive and affective responses to green commercials and their ensuing environmentally beneficial behavior, the effectiveness of green advertising must be evaluated. When it comes to tackling issues with food safety and the environment, green food has extraordinary effects. The lack of a significant consumer impression of green food, however, causes a drop in consumption intention. Compared to non-green appeals from advertising, complement-dependent self-construction, and environmentally friendly marketing appeals have a stronger influence on perceived green value. Green perceived value entirely mediates the impact of this interaction effect. Green agricultural goods manufacturers should use a variety of promotional strategies based on the various consumer groups to increase consumers' opinions regarding the value of becoming green and their keenness to pay extra.

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