The Influence Of Advertising Appeals On Green Consumption Intention

The transformation of green consumption needs to take into account the market demand and the consumers' perceived value.Previous studies have shown that customers' perceived value is an important factor affecting their consumption intention.Therefore,it is a possible way to influence customers' perceived value and enhance their purchase intention through certain advertising and promotion methods.This study explored the relationship between advertising appeal,customer perceived value and purchase intention of green products,analyzed the mediating effect of customer perceived value on advertising appeal and consumption intention,and discussed the moderating effect of interest correlation and impression management motivation on customer perceived value.Firstly,this paper analyzed the domestic and foreign researches on advertising appeal,impression management,benefit association,customer perceived value,and green consumption,and proposed the hypothesized model.Secondly,through three experiments,this paper tested the theoretical model.Experiment 1 explored the mediating effect of customer perceived value in the relationship between advertising appeal(abstract vs.specific)and green product purchase intention.The results showed that the advertising appeal could significantly influence the consumers' perceived value and their purchase intention,and the influence of specific appeal is stronger than that of abstract appeal.Experiment 2 verified the moderating effect of benefit association(self-interest vs.altruism)between advertising appeal and consumers'perceived value.The results showed that when green products were associated with the benefit of others,abstract appeals were more effective.However,when green products were associated with the benefit of self,specific appeals have more influence on consumers'perceived value than appeals.Experiment 3 verified the moderating effect of impression management motivation(strong vs.weak)on advertising appeal and customer perceived value.The results show that when the impression management motivation is strong,abstract appeal has more influence on customer perceived value than concrete appeal.When the impression management motivation is weak,the specific appeal has a greater impact on customer perceived value than the abstract appeal.Finally,managerial implications were provided for marketers who seek to promote green consumption through advertising appeal.