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Open Access Publications from the University of California

Electronic Green Journal

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Exploring the Impact of Consumers' Attitudes towards Green Advertisements on the Intention to Purchase Green Products: The Mediating Role of Environmental Responsibility

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.



Overcoming Copyright Barriers to Public Participation in the Environmental Decision-Making Process in Trinidad and Tobago

This essay analyzes the issue of copyright laws being used to stifle public involvement in the environmental decision-making process in Trinidad and Tobago. It provides a comprehensive discussion of the problem of the Environmental Management Authority (EMA), which is the regulatory body in Trinidad and Tobago (TT), attempting to treat an Environmental Impact Assessment (EIA) as copyrighted. The essay tracks the challenges faces by Fishermen and Friends of the Sea (FFOS), a local NGO, in its efforts to promote environmentalism. This led to a legal challenge by FFOS on the issue, which is examined in this essay. The essay delves into the fundamental principles of public participation/consultation as articulated by Parliament, the EM Act, the National Environment Policy, and related case law. It highlights the critical relationship between access to information and public participation/consultation. Moreover, the essay provides an in-depth analysis of the relationship between an EIA generated in accordance with the EM Act and the Copyright Act. The essay argues for the importance of preserving the right to information as the foundation of public participation in the environmental decision-making process.



Our Children Will Fight for the Climate: How Congo-Basin Writers Prophesied Global Youth Climate Activism

In the context of climate change and ecological breakdown, this essay suggests that some Congo-Basin writers had prophesied the emergence of global youth/children’s climate activism. Specifically, it contends that Congolese writer and former cabinet minister Henri Djombo, Francophone Cameroonian-born, Brazzaville-based playwright, stage director and climate activist Osée Collins Koagne, Gabonese geographer, activist publisher and writer Nadia Origo, and Anglophone Cameroonian writer and environmentalist Ekpe Inyang had literarily predicted youth climate activism that correlates with the current global Youth Strikes for Climate. Drawing on postcolonial ecocriticism and writers as literary prophets, it uses Djombo and Koagne’s co-authored play Le Cri de la forêt (2015a), Djombo’s play Les Bénévoles (2015b), Nadia Origo’s novel Le Voyage d’Aurore (2014 [2007]), and Inyang’s plays The Hill Barbers (2010) and Beware (1993), among others, to argue that current global youth climate activism was, to an extent, prophesied in Africa through literary advocacy for including children in future climate solutions before emerging in Europe, especially through the Swedish teen climate activist Greta Thunberg and other youth climate activists around the world. The essay also traces the role of youth in climate activism, partly accounts for the timid participation of African youth in climate protests and highlights the motivations behind youth climate activism for both the young characters in the texts and their writers.