Nindria Untarini, Widyastuti Widyastuti, Syaifurrizal Wijaya Putra, M. Rizky Ramadhan
Green marketing promotes the importance of choosing eco-friendly products. This is because global consumer consumption leads to environmental degradation such as global warming, pollution, and the decline of flora and fauna. Therefore, there is a need for consumer awareness to engage in environmentally responsible consumption by considering the impact of purchasing, using, and manufacturing products or services. Consumer awareness to participate in pro-environmental actions such as the purchase of environmentally friendly products can be stimulated by attractive environmentally friendly narrative advertisements. Narrative advertising can make viewers remember longer and attract attention if the message conveyed is also associated with the benefits or benefits for themselves from the advertised product or brand and ultimately lead to green product purchasing behaviour. This study describes the relationship between variables and the effect of mediation using a quantitative approach. This type of research is explanatory using the purposive sampling technique. Data were collected through a survey by distributing questionnaires to 393 young people. The data collected was analysis by path analysis using Warp-PLS 3.0. The results showed that green narrative advertising has a significant positive effect on green product-related benefits and green purchase behaviour. Similarly, green-product-related the benefit of self has a significant positive effect on green product behaviour. Where, green-product-related, the benefit of self is able to significantly mediate the effect of green narrative advertising on green purchase behaviour. Limitations and implications based on the findings to show the importance of green narrative advertising in encouraging green purchase behaviour are also discussed in this study. © 2026, SRAC - Romanian Society for Quality. All rights reserved.
Department of Management, Faculty of Economica and Business, Universitas Negeri Surabaya, Surabaya, Indonesia
