Influences Of Matching Effect Between Green Advertising Appeals And Information Framing On Consumers' Green Responses

With the rise of green consumption,all kinds of green products with "green labels" have come into the public view.In the long run,green products pay more attention to the quality of life and the improvement of the social environment,which is of great benefit to the human society.How to use appropriate and effective advertising strategies to promote the active green response of consumers is the key issue in the green production marketing.In the traditional advertising strategy,information framing and advertising appeals are the commonly used information strategies and skills.Towards green products,whether the effect of the two and match effects play a multiplier effect on purchasing and using of green products is the focus of this research.Using experimental methods and questionnaire methods,the research design three experiments to explored the influences of green advertising appeals(self-benefit and other-benefit appeals)and information framework(loss-information framework and benefit-information framework)on advertising attitude and green product purchase intention respectively,and extend to explore the common mechanism of the matching effect on Consumers' Green Responses.Experiment 1 and 2 were tested for the main effect of green advertising appeals and information framework on consumers' green responses,the results of two studies show: the influences of green advertising appeals and information framework on consumers' green response have significant difference,self-benefit was significantly more positive than other-benefit appeals,loss-information framework was significantly more positive than benefit-information framework.Experiment 3 was designed to extend the conclusions of Experiment 1 and 2 by testing the matching effect influence on advertising attitude and green purchase intention directly and the mediation of advertising attitude,the results suggest: the matching effect of advertising appeals and information framework exist significantly,self-benefit matching loss-information framework and other-benefit appeals matching benefit-information framework will have a better result,and advertising attitude plays a part mediation role.According to the above conclusion,when designing green advertising for green products,we should give priority to self-benefit advertising appeals and loss-information framework.When consumers can't judge with the "green label" green products are indeed able to make environmental benefit,self-benefit appeals which can avoid the green washing behavior of green products can convince consumers of their own benefit.while the loss-information framework can arouse the psychological expectations of consumers risk,the risk averse the purchase and use of green products to reduce the occurrence of environmental loss or the loss of their own.But if the company does have a preference for altruistic advertising,the benefit –information framework is more likely to lead to a positive consumers' green response.