The Experimental Study Of Matching Green Product Types With Advertising Appeals

With the development of human civilization and improvement of quality of life, green consumption, advocating "green, natural, healthy ", has been unprecedented attracted, while more and more enterprises also find there is a huge opportunity in the green market to begin to begin to implement the green sale strategy initiatively and advertise green products, however, how to choose appropriate advertising appeals according to different types of products confuses enterprises and is rarely involved in the existing literature. Recently, according to different attributes of green products select different advertisements could be a lack of theoretical proof and practical test.Based on these realities confusion and lack of theoretical research, This paper simulated series of experiments for empirical analysis on the basis of the literature research and preliminary interviews and analyzed the the different match of two types of green products (self-benefit and altruism) and three types of advertising appeals (positive emotional advertise, fear advertise and rational advertise) could lead to different advertising effects.With the 240 subjects of random sample, this paper has combined experiments with questionnaire methods. Stimulate materials were advertisements. The exploratory factor analysis technology is used to measure the validity and reliability of all research instruments. The results showed that the structure of the scale is valid, and the analysis of variance verified significant interaction between the product type and advertising appeals. Simple main effects analysis was used to confirm the assumptions: (1) Using rational appeals, advertisements of self-beneficial green product had a more positive impact on consumers'advertising attitude and purchase intention; (2) Using emotional appeals, advertisements of altruistic green product had a more positive impact on consumers'advertising attitude and purchase intention;(3) The fear appeal had a better advertising effect than the positive appeal in the above two kinds of green product advertisement. Finally, the relevant conclusions and recommendations were discussed.