Exploring the impact of green advertising and the mediating role of consumer awareness on sustainable tourism purchase attitude Albanian case

This study explores the impact of green advertising on sustainable tourism purchase attitudes in Albania, focusing on the mediating role of consumer environmental awareness. It aims to identify how advertising elements—message appeal, perceived quality, and perceived credibility—shape consumer awareness and drive eco-conscious choices in the tourism sector. A quantitative approach was employed, utilizing an online survey distributed to Albanian consumers familiar with green advertising and sustainable tourism. Data from 406 valid responses were analyzed using factor analysis and hierarchical regression to test hypotheses about the relationships between green advertising attributes, environmental awareness, and purchase attitudes. Mediation analysis was conducted to assess the role of consumer awareness. Factor analysis identified six key dimensions: purchase attitude, green advertising, message appeal, perceived quality, perceived credibility, and environmental awareness. Regression results revealed that message appeal (β = 0.441, p < 0.001) and environmental awareness (β = 0.432, p < 0.001) significantly influenced purchase attitudes, while perceived quality and credibility showed no direct impact. Environmental awareness mediated the relationship between green advertising and purchase behavior, explaining 56.5% of the variance in attitudes. Green advertising significantly shapes Albanian consumers’ sustainable tourism choices, primarily through compelling message appeals and environmental awareness. However, perceived product quality and credibility alone do not directly drive purchase intentions, suggesting that trust in green claims requires reinforcement through awareness-building strategies. Marketers should adopt messages that align with consumer values and emphasize transparency to combat greenwashing. Policymakers are advised to promote certifications and educational campaigns to enhance environmental literacy. Tourism businesses can use these insights to foster competitiveness in eco-conscious markets.