The Mediating Role of Green Competencies and Awareness on the Emotional Green Marketing Advertising and Ecological Behaviour

Mokhtarrudin Ahmad, Mahir Pradana, Hanifah Putri Elisa

Abstract


This study examines the behavioral mechanisms through which emotional drivers shape ecological behavior by integrating cognitive and affective pathways within a structural framework. Specifically, it aims to (1) assess the direct effect of Emotional Green Marketing Advertisement (EGMA) on ecological behavior, (2) determine the influence of EGMA on green competencies and awareness related to e-waste (AWA), and (3) evaluate the mediating roles of these constructs in translating emotional appeals into sustainable consumer actions. Adopting a quantitative, cross-sectional design, data were collected from 350 Malaysian consumers using a structured questionnaire with five-point Likert scales. The proposed model was tested using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to simultaneously assess measurement validity and hypothesized structural relationships. The results indicate that EGMA significantly influences ecological behavior both directly and indirectly through green competencies and awareness. Green competencies exhibit the strongest mediating effect, emphasizing the importance of enhancing consumers’ environmental knowledge, skills, and problem-solving capabilities. Awareness related to e-waste also contributes meaningfully, demonstrating that emotional concern and risk perception motivate responsible disposal and consumption practices. Reliability and validity assessments confirm robust psychometric properties of the measurement model. Overall, the findings suggest that effective green marketing strategies should combine emotional resonance with competency-building and awareness initiatives to foster consistent and long-term ecological behavior. The study offers theoretical and practical insights for designing sustainability communication in emerging economies.

 

Keywords: Emotional green marketing, e-waste awareness, ecological behavior, green competencies, sustainable consumption.


https://doi.org/10.17576/JKMJC-2026-4201-32


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