Abstract:
This study examined the impact of green advertising and eco-labels on the attitudes
and environmental awareness of millennials purchasing eco-friendly products in shopping centers
across Ecuador. The research utilized a quantitative, correlational, cross-sectional methodology
with 430 millennials participating. A 20-item survey was administered face-to-face at shopping
centers in Quito and Guayaquil, Ecuador. The validity of the research model was established through
Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM), employing SPSS
20 and AMOS 24 for statistical evaluations. Findings reveal that green advertising significantly
shapes environmental attitudes (β: 0.245) and awareness (β: 0.110), as well as directly influences the
purchasing behavior (β: 0.154) towards green products. While eco-labels do not exert a direct effect on
purchasing behavior (β: 0.128), they significantly inform attitudes (β: 0.406) and ecological awareness
(β: 0.277) of millennials who purchase organic products. This paper is among the pioneering research
to delineate the correlation between green advertising elements and the purchasing patterns of green
products among millennials in a developing nation. It concludes that marketing strategies centered
on green advertising and eco-labels do affect millennials’ attitudes and environmental consciousness,
but only advertising has a direct impact on purchasing behaviors, contrary to eco-labels. The research
bears social significance as it affirms that millennials are attentive to environmental issues and are
actively engaged in promoting sustainability
