YEŞİL REKLAMLARIN, YEŞİL MARKA FARKINDALIĞI VE MARKA İMAJI ÜZERİNDEKİ SATIN ALMA NİYETİ AÇISINDAN ARACILIK ROLÜ.

The negative effects of human activities on the environment are causing more and more concern every day. Most governments in the world are trying to minimize human beings' harmful effects on the environment. Businesses are also endeavoring to grasp and address the emerging societal concerns regarding the natural environment, aiming to integrate environmental issues into their organizational activities effectively. In this context, businesses announce these initiatives to their target audience with applications such as green advertisements. This study seeks to investigate the impact of both green brand awareness and brand image on consumers' purchase intentions, as well as the mediating role of green advertisements in relation to green brand awareness, brand image, and purchase intention. According to the results of the research, consumers' purchasing intentions have a positive effect on brand image and green brand awareness. It has been determined that there is a complementary partial mediation role in green advertisements. The strongest relationship between the variables was between green brand awareness and green advertising, and between green advertising and purchase intention. [ABSTRACT FROM AUTHOR]