Title The impact of green advertising elements on consumer eco-friendly choice behavior in the digital environment
Translation of Title Žaliųjų reklamos elementų įtaka aplinkai draugiškam vartotojų elgesiui skaitmeninėje aplinkoje.
Authors Preye, Goodness Todiesonume
Full Text Download
Pages 95
Keywords [eng] green advertising, digital environment, consumer behaviour, eco-friendly purchase intention, cross-cultural comparison, eco-labels, trust, greenwashing, Nigeria, Lithuania žodžiai: žalioji reklama, skaitmeninė aplinka, vartotojų elgsena, ekologiško pirkimo ketinimas, kultūrų palyginimas, ekologiniai ženklai, pasitikėjimas, žaliųjų kalbų lavinimas, Nigerija, Lietuva
Abstract [eng] This master's thesis examines the effectiveness of certain green advertising elements on consumers' green purchase intention in a digital environment and compares cross-cultural studies in Nigeria and Lithuania. The study focuses on five elements: eco-labels, message formulation, nature imagery, emotional appeal, and company credibility, using an integrated theoretical perspective from the theory of planned behaviour, the development probability model, and the value-belief-norm theory. The results of a quantitative survey, which included 219 Nigerian and 129 Lithuanian respondents, showed that all five elements have a significant and positive influence on purchase intention in both countries. Nevertheless, the analysis revealed significant cultural differences: in Nigeria, eco-labels became the most significant predictor, while in Lithuania, emotional appeal did. Demographic factors such as age, gender, income, and education did not influence the relationship between advertising elements and intentions in both countries, indicating that well-crafted green appeals are clearly felt across all consumer groups in the country. An important cross-cultural observation was that Lithuanian consumers expressed significantly stronger green purchase intention and positive attitudes towards all aspects of advertising than their Nigerian counterparts. The study highlights that trust and corporate credibility are essential elements that enhance the effectiveness of all other advertising elements and are a vital safeguard against greenwashing scepticism in the digital environment. The study results suggest that marketers should employ integrated communication approaches, combining compelling and fact-based arguments with emotionally appealing narratives, while emphasising transparency and verifiable claims to build consumer trust. Advertising campaigns should be culturally relevant, and policymakers should tighten regulation and standardise eco-labelling practices to ensure consumer trust and promote sustainable consumption.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2026