Document Type : Original Article


1 Master's student, Department of Business Administration, Faculty of Economics and Management, Urmia University, West Azarbaijan, Iran

2 Associate Professor, Department of Business Administration, Faculty of Economics and Management, Urmia University, West Azarbaijan, Iran


In order to gain a better understanding of the ecological movement of a particular nation, it is important to test how consumers in that country view environmental issues and, consequently, how they behave. Therefore, the purpose of this study is to Analyzing the role of skepticism green advertising and usefulness of information on intention to purchase green products with the moderating role of independent and dependent self-interpretation among users who visit organic ads on Instagram. The present study is a correlational study in terms of classification based on the research method and applied research in terms of based on purpose. The statistical population of this study includes all Tabriz users who visit ads for organic products on Instagram. According to Cochran's formula, 384 people were obtained by the available sampling method. The data collection tool is a standard questionnaire based on the Likert scale. Data were analyzed using SPSS software version 23 and SMART-PLS software version 3. The results of the study showed that pessimism about green advertising and the usefulness of information affects the intention to buy a green product. In addition, pessimism about green advertising affects the usefulness of information. Finally, independent and dependent self-interpretation moderates the relationship between the usefulness of information and the intention to buy green.


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