Pinto, Diego CostaNaranjo-Zolotov, Mijail JuanovichBaptista, Rita Maria Lamy Grade Marques2022-11-182025-10-272022-10-27http://hdl.handle.net/10362/145633Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceClimate change has been and continues to be a subject of growing importance due to its environmental, social, and economic impact. The last of these increasingly influences marketers to adopt sustainable methods into their procedures to improve their brand identity and to follow several principles that contribute to a better future environment. Consumers face green advertising claims that influence their behavior at either a purchase decision level or a responsible and ethical level. This study investigates consumers' mindsets toward green claims that boost perceived consumer effectiveness and pro-environmental actions. Data are collected through a questionnaire with 475 participants using Smart PLS-SEM. Findings are that consumers consider only the future ("tomorrow") to act pro-environmentally. The results also show that the older the respondent, the greater the willingness to behave sustainably. For marketeers the findings can significantly improve the promotion of climate change campaigns that encourage environmentally friendly purchases.engClimate ChangeCLTPCEGreen InitiativesPro-environmental ActionConsumer BehaviorPLS-SEMmaster thesis203102681