An Influence Study On Green Advertising Appeals To Consumer Purchase Intention

With the rising of the environmental movement and in the trends of the greenfashion, consumer’s requirements of environmental protection and attention is alsorising. With the deterioration of the environment and the gradually increase of consumerawareness about the ecological environment, coupled with the intensifies of marketingcompetition homogenization problem and consumer reaction to traditional advertisingmethods becoming dull, green advertising appeal also began to appear increasingly inthe field of advertising. More and more advertising policy makers are turning to thefield of green advertising, also pay more attention to the type of green advertisingappeals. For theoretical researchers and corporate advertising policy-makers, they notonly clear how the different green advertising appeals influence consumers’ purchaseintentions, but also taking the factors into account and it can arise consumer desire tobuy.This paper selected the air conditioning as research subject, because in the greenadvertising it had more influential. To further enhance the market competitiveness ofgreen products and clear the impact about the green advertising appeals to consumers’purchase intentions, the author analyzed the relevant air green advertising to classifyand summarize, and to clear four different green advertising appeals (rational andemotional advertising appeals, altruism and selfish green advertising appeals) in thisstudy. Then combing the literature about the consumer advertising attitude, perceivedgreen value, degree of consumer involvement, taoist cultural values and consumerpurchase intention, it can construct the impact models about the different greenadvertising appeals on consumers’ purchase intentions. On this basis, we use the surveydata which obtained from the empirical analysis to validate the hypothetical model.In this study, the author used the content analysis, literature research, experimentalresearch, statistical analysis to do a research work. In experimental study we collectsample data through in-school students and some members of the community, and weuse correlation analysis to examine the main effect which is under different greenadvertising appeals to the advertising attitudes and perceived green value to consumerpurchase intention; and use mean comparisons and independent samples T test toexamine the difference which is about different green advertising appeals (rational andemotional advertising appeals, altruism and selfish green advertising appeals) toconsumer advertising attitude, perceived green value and purchase intention; and use regression to test the involvement of consumers and taoist cultural values in the modelregulation of the relationship between the main path.In this study the introduction of consumer advertising attitudes and consumerperception of green value, and also taking the consumer’s involvement and taoistcultural values into account, we study the impact about the different green advertisingappeals on consumer purchase intention. This is the first time to measure the affect ofthe consumer’s involvement degree and the taoist cultural values in the above model.Through this research, we get some conclusions: First, there exist significant differencesabout different green advertising appeals on advertising attitude, perceived green valueand purchase intention, and rational appeal of green advertising is better than emotionalappeal, selfish appeal of green advertising is better than altruistic appeal. Underdifferent green advertising appeals, the consumer advertising attitude to purchaseintention, there is no significant difference as the same as the customer perceived valueof green to purchase intention. About the advertising attitude, the green value of theconsumers’ perceptions, and purchase intention in the high consumer involvementdegree and low involvement degree group, there are significant differences. Taoistculture values significantly with no significant group also is such. Finally, for differentgreen advertising appeals, in the model the regulation of consumer involvement andTaoist cultural values are not the same. But whether it is the kind of green advertisingappeals, the Taoist cultural values exist significant regulatory role on consumerperception of green value-purchase intention paths.In this study, comprehensive research questions to be addressed and the mainconclusions of the study results, we can draw some marketing inspirations, which aregreen advertising strategy makers to solve the problem of competition in the market andprovide a homogeneous solution idea. Pay attention to involvement of consumers andTaoism cultural values, dig their inner psychological mechanisms, it can provide a morepopular research base for on our in-depth understanding of green advertising appeals, aswell as provide the specific recommendations to improve corporate green advertisingappeals.