Research Of Influence Of Environmental Claims Of Green Advertising On Green Purchase Intention

In recent years,with the rapid development of the economy and the improvement of people’s living standards,the problem of environmental pollution has become increasingly prominent.The sustainable development of the natural environment has attracted attention.The concept of green,low-carbon and environmental protection is quietly warming up.The traditional marketing methods can no longer meet the needs of consumers for sustainable consumption.In order to win the support of consumers,more and more enterprises begin to turn to green marketing and launch advertisements with the theme of green and environmental protection.While displaying the performance and quality of products,they convey their eco-friendly concept to consumers,so as to attract consumers’ attention and purchase intention.However,when enterprises advertise environmental protection publicity,different types of environmental protection propositions will cause consumers to perceive green authenticity to different degrees,which will not only affect the effect of corporate green advertising,but also affect consumers’ green purchase intention.In the past,consumers’ perceived value,brand attitude,CSR internal motivation perception and gender,motivation attribution,consumer participation,image of the country of origin were mainly used to explore the impact of different types of environmental claims of green advertising on consumers’ purchase intention,in order to deepen the research on environmental claims of green advertising,and thus put forward targeted green marketing suggestions for enterprises,This paper will further explore the impact mechanism of different types of environmental claims of green advertising on consumers’ perception of green authenticity and green purchase intention.Through reading and sorting out the previous literature,based on The Elaboration Likelihood Model,this paper constructs a comprehensive model including environmental claims of green advertising,perceived green authenticity,green purchase intention,consumer green involvement and product type,and tests the significant relationship between variables through three experiments.Among them,through experiment 1,we explore the difference in the impact of the types of environmental claims in green advertising(substantive claims vs.associative claims)on consumers’ green purchase intention,and the mediating role of consumers’ perceived green authenticity in the impact of environmental claims of green advertising on green purchase intention;The second experiment examines the moderating role of the consumer’s personal level variable,namely green involvement degree(high vs.low),on the impact of green advertising environmental claims on consumers’ perceived green authenticity;Through the third experiment,we explored the moderating role of product factor variable,namely product type(utilitarian product vs.hedonic product),on the impact of environmental claims of green advertising on consumers’ perecived green authenticity.Finally,we use SPSS26.0 statistical analysis software to analyze the collected effective data to verify the model hypothesis.Through the analysis of the experimental results,we can draw the following conclusions: First,there are significant differences in the impact of different types of green advertising environmental protection propositions on perceived green authenticity and green purchase intention.Compared with the associative environmental claims,consumers will have higher green purchase intention when facing the substantive environmental claims,compared with the associative environmental claims,substantive environmental protection claims will make consumers have a higher perception of green authenticity,and the perceived green authenticity plays a mediating role in the impact of environmental claims of green advertising on green purchase intention.Second,green involvement degree plays a moderating role between environmental claims of green advertising and perceived green authenticity.When consumers’ green involvement degree is high,substantive environmental claims will produce higher perceived green authenticity compared with associative environmental protection claims;When consumers’ green involvement degree is relatively low,there is no significant difference between the impact of substantive environmental claims and associative environmental claims on perceived green authenticity.Third,product type plays a moderating role between environmental claims of green advertising and perceived green authenticity.When the product type is utilitarian product,the impact of substantive environmental claims on perceived green authenticity is higher than that of associated environmental claims;When the product type is hedonic product,the impact of substantive environmental claims and associative environmental claims on perceived green authenticity is not significantly different.Finally,according to the research conclusions of this study,this paper puts forward relevant suggestions on how to match the environmental claims of green advertising with consumers’ personal characteristics and their own product types in green marketing practice,and points out the deficiencies of this study and possible future research directions.