Digital Green Advertising and Attitude Change

Roles of Brand Image and Environmental Awareness in Indonesia

Abstract

Environmental degradation has urged companies to adopt sustainable communication strategies. This study aims to examine the effectiveness of digital green advertising on consumer attitude change, analyzing the mediating role of green brand image and the moderating role of environmental awareness. The research employed a quantitative approach with data collected from 231 Indonesian Millennials and Gen Z consumers through online surveys. Structural Equation Modeling (SEM) was used to test the hypotheses. The results demonstrate that digital green advertising significantly enhances positive attitude change. Green brand image successfully mediates this relationship, while environmental awareness acts as a significant moderator, strengthening the impact of advertising on attitudes. This study contributes to marketing science by providing a framework for understanding how consumer environmental consciousness amplifies the effectiveness of digital green campaigns.