<![CDATA[Purpose – This study aims to identify the effect of green advertising on purchase intention of Wuling consumers, with green perceived value and green product attitude as mediating variables. Design/methodology/approach – This research uses an explanatory quantitative design. The sample consists of 105 respondents from Wuling consumers in Surabaya City, selected using a probability sampling method. Data were analyzed using SmartPLS 3. Findings – The results show that green advertising does not have a significant direct effect on purchase intention. However, green advertising significantly influences green perceived value and green product attitude, which in turn have a positive effect on purchase intention. Thus, green advertising indirectly affects purchase intention through the mediating variables. Originality/value – This study highlights the indirect mechanism of green advertising in shaping purchase intention through psychological mediators, contributing to green marketing and consumer behavior literature in the automotive sector.]]>
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