This study examines the effects of personal values (PV) and ethical self-identity (ESI) on consumers’ green purchase intention (GPI) while also assessing the mediating role of green advertising (GA) in these relationships within the context of urban Chinese consumers. A total of 524 questionnaires were distributed among shoppers in eco-friendly and organic stores in Shanghai and Beijing. The collected data were evaluated using established measurement scales and analysed statistically using Smart-PLS. The results indicate that both PV and ESI positively influence consumer GPI. More importantly, GA plays a significant mediating role in these relationships, highlighting its strong impact on consumers’ green purchasing behaviour. These findings provide valuable insights for marketers and eco-friendly retailers in designing effective GA strategies to enhance consumer engagement and drive sustainable purchasing decisions. Additionally, this study highlights the role of intrinsic behavioural motivators (PV and ESI), enabling businesses to better segment and understand their target audiences while refining their product offerings. Unlike existing research on green purchasing behaviour, this study provides fresh insights into the diverse Chinese market, emphasizing how personal and ethical factors interact with GA in shaping consumer choices in today’s environmentally conscious landscape.
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