Abstract
This study investigates the impact of digital outdoor (out-of-home) advertising on environmental product knowledge and environmental concerns, aiming to promote green purchase intentions. The investigation is grounded in the Stimulus-Organism-Response model. Data were collected through a self-administered online questionnaire completed by 274 adult consumers. Using structural equation modelling, the findings indicate that informativeness, credibility and incentives have a positive effect on environmental product knowledge. Of these, only informativeness and credibility were significant predictors of environmental concern. Furthermore, environmental product knowledge was found to significantly influence green purchase intention, but environmental concern had no significant influence. From a theoretical perspective, this study proposes a framework that identifies key characteristics contributing to the effectiveness of Digital Out-Of-Home advertising in promoting green products. From a practical standpoint, the findings offer valuable insights for marketers in designing Digital Out-Of-Home advertisements that align with consumers’ green consumption values.
