Peer Review Report For: The Impact of Green Advertising and the Mediating Role of Perceived Credibility on Consumers’ Purchase of Lontar-Based Products in Indonesia [version 1; peer review: 1 approved with reservations]

Abstract

Background The growing concern over environmental issues has increased interest in eco-friendly packaging as an alternative to conventional plastic. In Indonesia, packaging made from lontar leaves represents a sustainable option that is also closely related to local resources and practices. However, consumers are often reluctant to pay a higher price for environmentally friendly packaging. Understanding the factors that shape willingness to pay more is therefore important. This study examines how green advertising influences willingness to pay more for eco-friendly packaging made from lontar leaves, with perceived credibility and green future estimation as the underlying psychological mechanisms. Methods This study used a quantitative survey design. Data were collected from 401 consumers who were familiar with and or had used eco-friendly packaging. The relationships among green advertising, perceived credibility, green future estimation, and willingness to pay more were tested using Partial Least Squares Structural Equation Modeling with SmartPLS software. The analysis included both direct effects and parallel mediation effects. Results The results show that perceived credibility and green future estimation have significant positive effects on willingness to pay more. Green advertising does not have a significant direct effect on willingness to pay more. However, green advertising significantly influences perceived credibility and green future estimation. Both variables, in turn, significantly increase willingness to pay more. The findings indicate that perceived credibility and green future estimation fully mediate the relationship between green advertising and willingness to pay more through a parallel mediation mechanism. Conclusions Green advertising is more effective when it strengthens consumer trust and builds positive expectations about future environmental benefits. Clear, relevant, and credible sustainability messages are therefore important for encouraging consumers to accept premium prices for eco-friendly lontar -leaf packaging in Indonesia.