Crespo, Cátia Claudemira Cordeiro FernandesArmijos, Cesar Santiago Patiño2025-10-062025-10-062025-07-29http://hdl.handle.net/10400.8/14205In recent decades, sustainability has emerged as a global imperative, driving businesses to shift toward green strategies that align with environmentally conscious consumers. However, expanding into international markets requires more than just sustainable intent, it demands cultural adaptation. Consumer responses to green advertising vary across nations, making it essential to understand how these green messages are interpreted. Therefore, green advertising is not merely a communication tool, it is a strategic bridge that connects brand values with consumer identity. This master's dissertation examines the impact of rational appeals (informativeness), emotional appeals, and advertising credibility on the perceived value of green ads and how this, in turn, influences brand emotional attachment, brand identification, and purchase intention. Additionally, it examines whether brand emotional attachment and brand identification influence purchase intention in both markets, Portugal and Ecuador. A survey of 410 participants was analysed using structural equation modelling (SEM). Results highlight that rational and credibility appeals significantly influence both markets, while emotional appeals proved effective only in Portugal. Additionally, environmental concern moderates the relationship between rational appeal and perceived value solely in the Portuguese context. Perceived ad value positively affects brand attachment, brand identification, and purchase intention, although only brand identification leads to purchase intention. These insights offer valuable implications for marketers and future research.engGreen advertisingAdvertising appealsThe perceived value of adPurchase intentionPortugalEcuadormaster thesis204010802