AKEKUE-ALEX Nennaaton
Department of Marketing
Faculty of Management Sciences
Rivers state University Port Harcourt
nennyalexa@gmail.com
GLADSON-NWOKAH Juliet
Department of Marketing
Faculty of Management Sciences
Rivers state University Port Harcourt
julietgladson24@gmail.com
WORDU Benjamin
Department of Marketing
Faculty of Management Sciences
Rivers state University Port Harcourt
ABSTRACT
Green practices and eco-friendly behaviours have received increased visibility due to green advertising. While
developed economies have witnessed significant research output on the subject of eco-friendly behaviours; there is relative paucity of research on green consumption in developing economies such as Nigeria. The purpose of the study therefore, is to examine the link between green advertising and purchase intention of university Lecturers in Nigeria; as well as the moderating influence of perceived corporate reputation on the link between green advertising and purchase intention. The study was premised on hierarchy of effects theory, elaboration likelihood model and sustainability model. The study administered 383 copies of questionnaire on the respondents, and retrieved 323 copies, which were all found useable. Convenient sampling methods was used to select participants drawn from three categories of Lecturers – professors, associate professors, and senior lecturers of universities in Nigeria. The study employed descriptive statistics using SPSS version in the first level of analysis while Partial Least Square structural equation modelling (Smart PLS 3.2.6) was applied to test the measurement and structural models and all psychometric properties met their thresholds. Findings revealed that consumer orientation advertising and corporate advertising dimensions of green advertising have moderate and weak positive relationship with purchase intention respectively; while celebrity advertising has a slightly negative but inconsequential linkage with purchase intention. Moreover, perceived corporate reputation has the highest magnitude and significant relationship with purchase intention.
Keywords: Celebrity advertising, consumer orientation advertising, green advertising, corporate
advertising, perceived corporate reputation, purchase intention