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May 29, 2026F1000ResearchOpen Access

The Impact of Green Advertising and the Mediating Role of Perceived Credibility on Consumers’ Purchase of Lontar-Based Products in Indonesia

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Authors

MAMaria Augustin Lopes AmaralAHAndrian HaroDPDian Puspita Eka Putri

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Overview

Quantitative survey demonstrates green advertising influences perceived credibility and willingness to pay for eco-friendly packaging in Indonesia, highlighting effective sustainability messaging.

Key Points

  • This study aims to explore the relationship between green advertising and consumers' willingness to pay more for eco-friendly packaging made from lontar leaves, focusing on perceived credibility as a mediating factor.
  • Quantitative survey design with 401 consumers familiar with eco-friendly packaging.
  • Data analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS software.
  • Examination of both direct effects and parallel mediation effects among variables.
  • Perceived credibility and green future estimation significantly increase willingness to pay more.
  • Green advertising does not directly affect willingness to pay more but influences perceived credibility and green future estimation.
  • Both perceived credibility and green future estimation fully mediate the relationship between green advertising and willingness to pay more.

Cite This Study

Amaral et al. (2026) studied this question.

synapsesocial.com/papers/6a192e68fab5b468c44177ebhttps://doi.org/10.12688/f1000research.179246.1
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