What does this research mean for the field?

Green advertising increases consumers' willingness to pay a premium for eco-friendly packaging indirectly by enhancing perceived credibility and green future estimation, rather than through a direct effect. Novelty: ClaimNovelty.INCREMENTAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

This study aims to explore the relationship between green advertising and consumers' willingness to pay more for eco-friendly packaging made from lontar leaves, focusing on perceived credibility as a mediating factor.

May 29, 2026F1000ResearchOpen Access

The Impact of Green Advertising and the Mediating Role of Perceived Credibility on Consumers’ Purchase of Lontar-Based Products in Indonesia

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Authors

MAMaria Augustin Lopes AmaralUniversitas Katolik Widya Mandira AHAndrian HaroState University of Jakarta DPDian Puspita Eka PutriUniversitas Islam Negeri Sultan Syarif Kasim Riau

Discussion

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Implication

Quantitative survey demonstrates green advertising influences perceived credibility and willingness to pay for eco-friendly packaging in Indonesia, highlighting effective sustainability messaging.

Key Points

This study aims to explore the relationship between green advertising and consumers' willingness to pay more for eco-friendly packaging made from lontar leaves, focusing on perceived credibility as a mediating factor.
Quantitative survey design with 401 consumers familiar with eco-friendly packaging.
Data analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS software.
Examination of both direct effects and parallel mediation effects among variables.
Perceived credibility and green future estimation significantly increase willingness to pay more.
Green advertising does not directly affect willingness to pay more but influences perceived credibility and green future estimation.
Both perceived credibility and green future estimation fully mediate the relationship between green advertising and willingness to pay more.

Cite This Study

Amaral et al. (2026) studied this question.

synapsesocial.com/papers/6a192e68fab5b468c44177eb https://doi.org/10.12688/f1000research.179246.1

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Implication

Quantitative survey demonstrates green advertising influences perceived credibility and willingness to pay for eco-friendly packaging in Indonesia, highlighting effective sustainability messaging.

The Impact of Green Advertising and the Mediating Role of Perceived Credibility on Consumers’ Purchase of Lontar-Based Products in Indonesia

Discussion

Member takes

Implication

Key Points

Cite This Study

The Impact of Green Advertising and the Mediating Role of Perceived Credibility on Consumers’ Purchase of Lontar-Based Products in Indonesia

Discussion

Member takes

Implication

Key Points

Cite This Study

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