Document Type : ORIGINAL RESEARCH PAPER
Department of Environmental Law, Science and Research Branch, Islamic Azad University, Tehran, Iran
Prof. of Political Science, Tehran University, Tehran, Iran
Assistant Prof. of Biolaw, Agricultural Biotechnology Research Institute of Iran (ABRII), Agricultural Research, Education and Extension Organization(AREEO), Karaj, Iran
The purpose of this study is to measure and evaluate the effectiveness of environmental advertising related to green marketing by organization. In other words, the researcher seeks to find the success rate of environmental advertising in reducing environmental pollution. The type of goal is an application that has been done by descriptive-survey method. A researcher-made questionnaire was used to collect data. The statistical populations of the study were consumers of environmental friendly goods in Tehran. Confirmatory factor analysis method and SPSS, Version21 and AMOS (2016) software were used for data analysis. The results showed that the models for measuring the research variables are appropriate models. Because the value of χ2 and the value of RMSEA are low and also the values of AGFI, GFI and NFI are greater than 0.9 and the significance level of factor loads is less than 5%, which indicates the significance of the relationship defined in the measurement models. Also, the effect of communication stimuli on the cognitive and emotional response of consumers and then the effect of content stimuli on the cognitive and emotional response of users in this study has the highest influence. However, neither content nor communication stimuli have influenced consumer attitudes.