Advertising and Context Awareness Values of Green Purchase Advertisements on Social Media

This study proposed a comprehensive conceptual framework of green purchase intention from the context of social media advertising.Companies need to know the correct combination of advertising strategies to apply to persuade consumers to purchase green products.Few studies have examined how to improve green consumers' engagement with messages despite social media advertising's great potential.Based on the advertising value model of Ducoffe and the importance of context awareness value, this study identifies the antecedents of both advertising and context awareness values which influence attitude towards social media advertisement and green purchase intention.This study adds to the extant literature by incorporating context awareness value in promoting a favourable attitude towards advertisement that subsequently leads to green purchase intention.Understanding the interplay of factors promoting advertising and context awareness values and the impact of both values on attitude towards advertisement and green purchase intention will provide greater insights about green advertising on social media.The quantitative research methodology will be used in this study.The respondents' data will be collected by distributing self-administered questionnaires to them via convenience sampling.