A Research About The Impact Of Entertainment Green Advertising On Green Purchase Decision

With the global problems such as environmental pollution and energy shortage continue to ferment and spread,ecological problems and environmental problems are receiving more and more attention from consumers,enterprises and governments.The report of the 19 th National Congress of the Communist Party of China clearly pointed out that the modernization that we want to build is the modernization of harmony between man and nature.It is necessary to establish and practice the concept of green mountains and green mountains.Faced with this situation,more and more advertising developers have turned their attention to the field of green advertising.In the current social environment where entertainment is paramount and eyeball economy is popular,green advertising is often more and more difficult to attract consumers' attention because of its advocating simplicity and relatively serious characteristics.Generally speaking,at present,most of the information dissemination perspectives of green advertisements in China still remain at the level of traditional persuasion,not realize that the transformation of advertising entertainment will inevitably change the previous mechanism for green advertisement generation,communication methods,etc.The cognition and attitude of the problem.Therefore,for theoretical researchers and corporate ad developers,it is necessary not only to clarify the impact of entertainment green advertising on consumer purchasing decisions,but also to consider the entertainment green advertising-consumer purchase decision.The effects of factors and how these influencing factors work.This study selects new energy vehicles,which are Rapid growth in green advertisements in recent years and have higher public concern as the research object.Through the analysis of relevant entertainment green advertisements,the green advertisement methods involved were classified and Summarize and clarify the two groups and four green advertisements used in this study(different entertainment levels:entertainment green advertisements and non-entertainment green advertisements;different types of entertainment: humorous-green advertisements and beauty-green advertisements).Then combined with the literature on consumer sentiment,cognitiveneeds,consumer knowledge and consumer purchasing decision-making,a hypothetical model of the impact of entertainment green advertising on consumer purchasing decisions is constructed.On this basis,the data obtained from the two-factor and two-level inter-group experiments were used for empirical analysis,and the hypothesis model was further tested.This study introduces consumer sentiment as a mediator variable,and combines cognitive needs and consumer knowledge to study the impact of different entertainment green advertisements on consumer purchasing decisions.For the first time,cognitive needs and consumer knowledge are measured in the above impact model.Regulate the effect.Through the research of this research,some conclusions are drawn: Firstly,the impact of different entertainment green advertisements on consumer sentiment and purchase decision does have significant differences,and the effect of entertainment green advertising is better than non-entertainment green advertising,humorous-green advertisements is better than beauty-green advertisements.Second,regardless of the type of entertainment green advertising,there is a significant difference in consumer sentiment and purchasing decisions between the consumer's high-cognitive demand group and the low-cognitive demand group.There are also significant differences in consumer sentiment and purchasing decisions between the High Consumer Knowledge Group and the Low Consumer Knowledge Group.And the communication effect with the low consumer cognitive needs group is significantly better than the high cognitive needs group,and the communication effect with the low consumer knowledge group is significantly better than the high consumer knowledge group.Finally,based on recreational and non-entertainment green advertising,cognitive needs and consumer knowledge have a regulatory effect on the path relationship between entertainment green advertising-consumer emotions and entertainment green advertising-purchase decisions.Based on the humorous-green advertisements and beauty-green advertisements,the cognitive demand has a regulating effect on the entertainment green advertisement-purchase decision,and the consumer knowledge has a regulating effect on the path relationship between the entertainment green advertisement-consumer emotion.