Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement

ABSTRACT Considering the climate issues, there is a need to investigate the various motivators and triggering factors influencing consumers’ green buying behaviors. The current study examines the influence of green brand knowledge and credibility on the consumers’ green brand evaluation, leading to their green buying behavior. Moreover, the moderating role of green advertising on consumers’ green brand evaluation has been assessed. Surveying 587 organic skincare product consumers via time-lagged research design, data were analyzed using measurement and structural models employing SmartPLS software. Results showed the positive and significant direct and indirect influence of consumers’ green brand knowledge and credibility on their green buying behavior via green brand evaluation as a mediator. Besides, this study is incremental in presenting the significant moderating role of green advertisement to augment consumers’ positive evaluation of green brands that further influence their green buying behaviors while purchasing skincare products.