Abstract
This study investigated the effectiveness of green online behavioral advertising (OBA) in promoting pro-environmental behaviors among consumers. Drawing on social labeling and reactance theories, the research examined the impact of social labeling in green OBA on consumer reactions, with perceived threats to freedom mediating this relationship and perceived distributed responsibility moderating it. While the study aimed to demonstrate the positive effects of green OBA in cultivating environmental intentions, it also explored the boundary conditions under which such personalized advertising may trigger perceptions of freedom threats, potentially undermining its effectiveness. Two online experiments employing a 2 x 2 full factorial design were conducted. The findings across both experiments were consistent, revealing that green OBA can effectively foster brand trust and pro-environmental intentions. However, the results also highlighted the significant negative impact of perceived threats to freedom on consumers' trust in the brand and their pro-environmental intentions. Specifically, explicit social labeling, when combined with low perceived diffusion of responsibility, amplified perceived threats, thereby reducing brand trust and pro-environmental intentions. Theoretical and practical implications of these findings are discussed.