Electronic Green Journal

It is widely known that environmental degradation caused by human behaviors that are incompatible with the natural world, and the excessive misuse of natural resources, leads to changes in consumer behavior. This change involves a greater sensitivity to the environment and a preference for products that are less harmful to the planet. This study aims to determine the impact of green advertisements on the intention to buy eco-friendly products and the mediating role of environmental responsibility in this relationship. Data for the study was collected through an online questionnaire from 794 millennials from the Y generation. The study used the "purposive sampling" method, which is a non-probabilistic sampling technique. The collected data was analyzed using AMOS and SPSS software through structural equation modeling and a structural mediation model. The research findings show that attitudes towards green advertising affect environmental responsibility and intention to purchase green products, with environmental responsibility playing a mediating role in this relationship. Furthermore, it was observed that Y-generation individuals' attitudes towards green advertising, environmental responsibility, and green product purchase intentions differ based on age, education, income, marital status, and whether the family has children or not. The study's results indicate that positive attitudes towards green advertising and environmental responsibility may lead to high purchase intention, which could contribute positively to the long-term solution of environmental problems. Advertisers who take into consideration the demographic characteristics of the Y generation could develop green advertising strategies that promote permanent positive behaviors in the name of the environment. This study provides a detailed investigation of consumers' attitudes towards green advertising, focusing on the Y generation. The driving force behind this research is the absence of studies on the Y generation, which is considered a critical force in solving environmental problems and accounts for approximately 26 million people in our country's population.