Echoes of Sustainability Unravelling Echoes of Sustainability Unravelling Green Purchase Intentions Through CSR and Eco-Advertising

Abstract

The chapter investigates the complex relationships that exist among corporate social responsibility (CSR), eco-friendly advertisement (ECO-ADV), and green trust that influence green purchase intention (GPI) within the retail industry. These findings are of vital importance to CSR because they highlight the critical role that such an initiative can play in individual psychology, thereby influencing GPI, green satisfaction, and green trust. Although CSR and behavioral intention are positively related constructs, the effect of ECO-ADV seems weak, which can be interpreted as consumers valuing firms' actual commitments over their tendency to advertise them. The study shows the mediation effect of green trust in the relationship between CSR, ECO-ADV, and behavioral intention. Practical implications suggest that businesses should prioritise CSR programmes over transparency, promote eco-friendly advertising, and create customer relationships to boost GPI and sustainable behaviour.