Green advertisement on environmental sustainability in Ethiopian manufacturing companies: the mediating role of corporate social responsibility

This study examines the impact of green advertising on environmental sustainability through the lens of corporate social responsibility. This study used large-scale manufacturing industries registered and operating in Ethiopia as the target population, and 400 samples were randomly selected. Of the selected samples, only 322 responses were usable with an 80.5% response rate, and the Likert-scale type of item development was used. This study used a structural equation model and smart partial least squares method for data analysis. Multivariate analysis techniques were used to test the covariance between each latent construct and the loading factor of each item, which was above the threshold of 0.7 given in the literature. The study proposed four hypotheses to test this impact, and partial least squares were applied using bootstrapping methods. The results show a positive and significant relationship between the proposed hypotheses and green advertising, environmental sustainability, and corporate social responsibility. Therefore, the manufacturing industry should consider green advertising and environmental sustainability. The study also concludes that corporate social responsibility plays a mediating role between the variables.