Purpose The increasing consumption of goods has emerged as a significant issue owing to its direct influence on environmental contamination (Jaiswal & Kant, 2018). This situation highlights the significance of implementing conscientious consumption behaviours (Carrión Bósquez et al., 2023). The production and consumption of food have a notable impact on both environmental and human health (Hansmann et al., 2020). More specifically organic farming offers notable improvements in both areas compared to traditional production methods of food (Yazdanpanah & Forouzani, 2015). Organic farming not only increases farmers’ income and helps achieve green yields but also protects the environment by avoiding synthetic chemicals, fertilizers, and harmful pesticides (Nguyen et al., 2020; Talwar et al., 2021). Factors such as ecological welfare, including environmental protection and animal welfare, shape consumers’ attitudes towards buying organic foods (Nosi et al., 2020). Consumers often view organic foods as credence goods and value their health benefits, which can offset the premium price of organic products (Lau et al., 2020). As a result, consumers' positive attitudes and behaviors can drive the growth of organic food production and enhance environmentally sustainable consumption. Positive attitudes towards organic food have been increasing over the past few years (Sultan et al., 2020). By opting for organic items and embracing sustainable practices, consumers can notably diminish adverse environmental effects (Sun et al., 2019; Opoku et al., 2020). This transition towards a more mindful and eco-friendly consumption not only conserves natural resources but also fosters a healthier and more enduring lifestyle for forthcoming generations (Kautish et al., 2019; Nosi & Zollo, 2020). Marketers frequently employ promotional strategies to encourage the purchase of ecological products (Farzin & Shababi, 2023). In the context of ecological markets, green advertisi