Green advertising and celebrity endorsements: Catalysts for sustainable consumer behavior among Generation Z

Abstract

In emerging economies, the emphasis on sustainability, green branding, and the environment is becoming increasingly important. Among these, Generation Z has a sharp sensitivity to environmental issues and climate change. They often seek products and services that have a positive impact on the environment and drive the sustainable consumption movement. This study aims to examine the impact of green advertising and celebrity endorsement on the green consumer behavior of Generation Z. The sample comprises 294 participants, and data were collected through a convenient non-probability sampling method and a questionnaire using a 5-point Likert scale. The results indicate that green advertising and celebrity endorsement have a significant and positive influence on the green consumer behavior of Generation Z. The findings of this research provide valuable implications for policymakers and businesses in utilizing green advertising along with celebrity endorsement to promote green consumer behavior.