This study aims to examine the impact of endorser ethnicity and portrayal on consumers’ attitude toward luxury ad and brand. In addition, the moderating role of individual’s appearance self-esteem is examined. In the ads of luxury brands in China, it is common to have two types of endorser ethnicity (i.e., international vs. local) and two types of endorser portrayal (i.e., sexy vs. smart). Endorser ethnicity in an ad may influence consumers’ self-referencing behavior which refers to an individual’s tendency to encode communication information differently depending on the level on which the self is implicated in the information (Rogers et al., 1997). Asian consumers’ self-reference level is found to be higher when they are exposed to ads featuring an Asian model than a Western model (Martin et al., 2004). In other words, if an international luxury brand adopts a localization advertising strategy in China by using a Chinese endorser, the local consumers are more likely to generate a higher level of self-reference.

With the development of industry, environmental deterioration has become a global problem. Not only national policies on environmental issues should be strengthen but also environmental consciousness of corporate and consumers should be changed. In particular, corporate should strive to develop and improve green products for sustainable development. Green advertising is one of an efficient marketing tools to sell the green product. The important role of green advertising is to awaken necessity of green product and to imprint green brand image consumer`s mind. Green advertising influencing consumer attitude plays a useful role of green purchase behavior. This study explores dynamic relationships among personal uses of green advertising, attitude toward product, and purchase behavior for green products. The purpose of research is how personal uses of green advertising effects on attitude toward green products and green purchase behavior. Consumers are exposed to a large number of advertisings so that it is important to investigate how much they trust green advertising and what aspect of green advertising affects green purchase behavior. This study tries to contribute useful insights to practitioners who need a more effective communication strategy of green advertising.