On 19 October 2026, a roundtable discussion on “Do green advertisements change consumers’ financial decisions?” was held with the participation of Associate Professor Zivər Zeynalova, Head of the Department of Economics at Mingachevir State University (MDU).

The discussion focused on the impact of green advertising on consumer behaviour, the consideration of price and quality when choosing environmentally friendly products, and the financial aspects of sustainable consumption. Participants examined how eco-labels, green brand image and advertising messages influence product choices, personal budget allocation and consumers’ willingness to pay extra for environmentally friendly products.

From the perspective of behavioural finance, participants exchanged views on consumer trust, social norms, emotional influences and how information is presented. They discussed balancing environmental responsibility with personal financial interests, comparing short-term costs with long-term economic benefits, and the impact of advertising on purchasing behaviour.

The roundtable also addressed “greenwashing”—misleading claims about the environmental characteristics of products. Participants highlighted how such claims affect the reliability of information and consumers’ spending decisions. They also noted the importance of presenting a product’s environmental credentials transparently and with supporting evidence to protect consumer rights and strengthen trust.

The event aimed to raise awareness of how green advertising influences financial decisions, highlight the importance of considering price, quality and long-term benefits together when choosing environmentally friendly products, and promote responsible consumption and informed financial decision-making.