Examining the mediating role of celebrity endorsement in green advertisements to improve the intention of Egyptian Millennials towards environmental behaviours in tourist destinations

Celebrity-involved advertisements have a powerful influence especially on young generations like millennials. At the same time, green advertising is a growing trend used by many destinations and organisations for environmental protection initiatives. Celebrity involvement in green advertisement could be a viable solution for many marketers in tourist destinations to engage and support millennials to be eco-friendly during their travels. Hence, the purpose of this study is to test the mediating role of involving celebrities in green ads to raise the environmental behaviours of millennials in tourist destinations. Descriptive analysis, Structural Equation Modelling (SEM) and Confirmatory Factor Analysis (CFA) have been carried out using SPSS 26 and Amos 22 to address the objectives of this study. Results show that celebrity involvement has a significant mediating role in the relationship between green advertisements and the environmental behaviours of millennials. This study makes the first attempt to provide evidence of how celebrities can be employed as a mediating variable in green advertisements to motivate Egyptian millennials to be environmentally responsible.