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Purpose This study aims to examine the influence of green message types on brand awareness and intention to share, and subsequently how perceived value leads to purchase intentions at green coffee retailers. Design/methodology/approach A 2 × 2 between-subjects design was developed, yielding four green advertising messages for the study. The structural relationships between variables were then tested by covariance-based structural equation modeling. Findings The most effective green advertising messages combined benefit-based text with images of green materials' benefits. These messages influenced consumers' perceived green awareness, intentions to share online ads and purchase intentions at green coffee retailers. Additionally, awareness of coffee retailers' green practices led to higher emotional value perception compared to other values. Emotional and functional values influenced purchase intentions at eco-friendly coffee retailers. Practical implications The results of this study suggest effective ways of designing green advertising messages to increase consumer awareness of green products, sharing online ads and intentions to buy beverages from eco-friendly coffee retailers. Originality/value This study contributes to sustainability literature, dual coding theory and consumer value theory.
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