The present study investigates the impact of advertisement authenticity and the role of various latent variables in determining customers' pro-environmental behavior. Data have been collected from 731 respondents belonging to the North Indian region through a convenience sampling technique. Structural equation modeling technique has been employed to measure the impact of identified dimensions on customers' pro-environmental behavior. The study results validated that pro-environmental behavior is significantly determined by advertisement authenticity, trustworthiness, threat appeal, environmental threat appeals, and perceived severity. The findings further provide substantial insights that validate the use of threat appeal in green advertising, thus enabling the advertisers, marketers, and government agencies to develop robust and effective marketing strategies for promoting the use of eco-friendly products.

中文翻译：

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绿色广告真实性在决定顾客环保行为中的作用

本研究调查了广告真实性的影响以及各种潜在变量在确定客户亲环境行为方面的作用。通过便利抽样技术从属于北印度地区的 731 名受访者收集了数据。结构方程建模技术已被用于衡量已识别维度对客户亲环境行为的影响。研究结果证实，亲环境行为受广告真实性、可信度、威胁诉求、环境威胁诉求和感知严重性的显着影响。调查结果进一步提供了大量见解，验证了绿色广告中威胁诉求的使用，从而使广告商、营销人员、