مجلة البشائر الاقتصادية
Volume 11, Numéro 1, Pages 613-625
2025-04-27
The Impact Of Green Advertisements On Green Purchase Decisions In The Home Appliance Market: Green Concern As A Moderating Variable
Authors : Mabrouk Khalil Oussama . Gherbi Sabah .
Abstract
This study aims to investigate the impact of Green Advertisements (GA) on Green Purchase Decisions (GPD) in the home appliance market, with green concern (GC) as a moderating variable (a study on clients of Condor Electronics -Ain Temouchent provincial branch). The sample size comprised 114 participants, determined using Zikmund and Babin's formula methodology. Data were collected through an electronic questionnaire. Analysis was conducted via regression analysis utilizing Jamovi statistical software version 2.3. The findings indicate that green advertisements positively influence green purchase decisions. Furthermore, green concern was found to exert a substantial moderating effect, as high green concern enhanced the relationship between green advertisements and green purchasing decisions.
Keywords
Green Advertisements ; Green Purchase Decisions ; Green Concern ; Green Marketing ; Condor Electronics
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