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This research aims to analyze the relationship between Environmental Prosocial Attitudes toward Green Consumption Values; Green Consumption Values, and their relationship with Openness to Green Communication, Green Consumption Values and Openness to Green Communication, and their relationship with buying behavior. The findings demonstrate how widespread environmental prosocial attitudes and beliefs are directly related to green consumption and values. As a result, these green values can have a positive relationship with openness to green advertising and green buying behavior. The connection between these ideas becomes crucial when determining how to create green marketing strategies and communication plans that can encourage eco-friendly behavior.