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@article{210635,
        author = {Dhinesh. P and Prof. Dr. P. Karthikeyan},
        title = {The Role of Environmental Awareness and Green Advertising in Driving Young Consumers’ Green Purchase Intention},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {6},
        pages = {1698-1706},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=210635},
        abstract = {This study investigates the psychological and promotional drivers influencing Green Purchase Intention (GPI) among young consumers in emerging markets, utilizing an extended Theory of Planned Behaviour framework. Amidst escalating global environmental crises, the paper specifically examines the direct and indirect roles of Environmental Awareness (EA), Green Advertising (GA), and Green Product Literacy (GPL). A quantitative cross-sectional survey was administered to 430 young consumers in the Dharmapuri district. The results demonstrate that EA is the primary foundational driver, strongly and positively influencing both GPL and GPI. GPL also emerged as a significant direct predictor of GPI, underscoring the critical need for detailed knowledge in bridging the intention-behaviour gap. Crucially, the direct relationship between GA and GPI was found to be statistically non-significant; however, GA successfully functions indirectly by enhancing EA and GPL. These findings emphasize that successful green marketing strategies must prioritize transparency and trust to build cognitive assets and literacy rather than relying on generic promotional volume, offering clear implications for marketers and policymakers dedicated to fostering sustainable consumption.},
        keywords = {Green Purchase Intention (GPI), Environmental Awareness, Green Product Literacy, Green Advertising, Dharmapuri.},
        month = {November},
        }