PREDICTING GREEN ADVERTISING ATTITUDE AND BEHAVIORAL INTENTION IN SOUTH KOREA

Abstract

We used the health belief model (HBM) to investigate predictors of green advertising attitude and behavioral intention, and to explain the influence of these factors on environmentally friendly consumption. We conducted a survey with a college student sample (N = 236) in South Korea. Regression analysis results showed that the inclusion of both HBM factors and consumption-related factors, as opposed to just 1 type of factor, was associated with superior prediction ability in relation to environmentally friendly consumption. In addition, the inclusion of HBM factors, consumption-related factors, and green advertising attitude in the model resulted in a better predictor of behavioral intention. Our findings suggest that ecological consumption is influenced by consumers' past experience with green marketing as well as their beliefs about environmental issues. Implications of the findings and suggestions for future research are discussed.