Chinese advertising industry has dramatically developed as consumers' concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase...

This study has extended Motivation-Ability-Opportunity- Model and has developed a framework with seven variables (i.e., green brand, green satisfaction, green advertising, green buying behavior, and spirituality ethics. The study has taken a holistic approach by testing 15 relationships for...