The Research Of Green Appeal Advertising On Purchase Intention Of Consumers

With the rapid development of the economy,the continuous emergence of environmental problems and the pursuit of the consumer's green lifestyle,the traditional marketing method can not meet the needs of consumers well.In order to win the trust of the consumers,the enterprise has gradually shifted from the traditional marketing to the green marketing,and the green marketing has gradually become the core component of the enterprise strategy.In order to meet the needs of consumers' green consumption and enhance the environmental orientation of the enterprises in the eyes of the consumers,the advertisement for the theme of environmental protection is beginning to appear,that is,"green advertising." Based on this background,this paper discusses the relationship between different green advertising appeals and consumers' purchase intention.First of all,this study uses literature research method to analyze and summary the domestic and foreign research status of green advertising appeal,brand awareness,regulation focus,purchase intention and so on.It puts forward different models and assumptions of different green advertising appeals and consumers' purchase intention,and determines the measurement dimensions of each factor and the selection of a variable's scale.Secondly,using the content analysis method,this article designs different green advertising appeals,that is,the rational green advertising appeal and the emotional green advertising appeal.Then,the experimental study method was used to design three groups of experiments with college students and some social people as research subjects.Experiment 1 explored the influence of brand awareness on the purchase intention of different green advertising appeals;experiment 2 explored the influence of regulation focus on purchase intention under different green advertising appeals;experiment 3 explored the moderating effect of brand awareness on the adjustment path.Finally,statistical analysis is used to analyze the collected experimental data to verify the hypothesis.Through the arrangement and analysis of the three groups of experimental data,the following conclusions are drawn: the result of the experiment l data shows that,when the brand awareness is high,the emotional green advertising appeal can improve the consumer's purchase intention more than the rational green advertising appeal;when the brand awareness is low,the rational green advertising appeal is reasonable.This way can improve consumers' purchase intention more than emotional green advertising appeal.The result of the data analysis of experiment 2 shows that the emotional green advertising appeal can improve the consumer's purchase intention in comparison with the rational green advertising appeals for the promotion-focus consumers,the rational green advertising appeal can improve the consumer's purchase intention in comparison with the emotional green advertising appeals mode for the prevention-focus consumers.The results of data analysis in experiment 3 shows that,in the case of well-known brand,the emotional green advertising appeal can improve the purchase intention more than the rational green advertising appeal for the promotion-focus consumers,the rational green advertising appeal can improve the consumer's purchase intention in comparison with the emotional green advertising appeals mode for the prevention-focus consumers.In the case of unknown brand,whether it is the promotion-focus or prevention-focus consumers,the rational green advertising appeal can improve the purchase intention more than the emotional green advertising appeal.Finally,According to the conclusion,this study puts forward some management suggestions to improve the advertising effectiveness.