The purposes of this thesis are to identify 1) whether there is any difference in consumer responses according to various green ads 2) how the perceived consumer effectiveness, green credibility of advertisers and message involvement moderate the relationships between the types of ads and their responses, 3) whether there is any relationship between response variables of green ads and attitudes toward brands. Previous research on green ads has rather been fragmented In their width of research that is, simple study on the types of green ads based on the contents analyses, simple study on comparison of communication effectiveness between green vs non-green ads, studies integrating environmentally conscious consumer behaviors into responses toward green ads and so on.