Research On The Influence Of Advertising Claims On Customers’ Purchase Intention From The Perspective Of Green Marketing

In the era of economic globalization,the development of economy and the solution of environmental pollution,resource shortage and other problems,to a certain extent,is a contradictory unity.Our country attaches great importance to the solution of environmental problems and regards environmental protection as the important goal of national economic development and social progress.Since the 18th National Congress of the Communist Party of China(CPC),environmental protection in the new era with ecological civilization construction as the core has been widely concerned and attached importance,and has gradually become one of the main driving forces to promote sustainable economic and social development.With the proposed idea of national ecological civilization,people’s awareness of environmental protection is increasingly enhanced,and the requirements for green products are also increasingly high.Enterprises have put forward green development strategies,and the concept of sustainable development runs through the supply and demand side.Green advertising is an important way for enterprises to show their green ideas and convey green information to consumers.Therefore,it is still worth discussing how to use advertising claims to convey green information and improve consumers’ purchase intention of green products.Based on this,this paper will study the mediating effect of green perceived value and the moderating effect of green involvement and green attribute information,and explore the internal influence mechanism and external boundary conditions of green advertising claims to improve the purchase intention of green products.Starting from the classification dimensions of abstract and specific green advertising claims,according to the theory of Stimuli-organism-response and the Elaboration Likelihood Model,this study proposes a research model of customers’ green purchase intention based on green advertising claim.Two online scenario experiments were designed,and data were collected through network questionnaire survey.In experiment 1,through the single factor intergroup design,energy-saving lamp was selected as the advertising stimulus of this experiment to verify the main effect of green advertising claim,the mediating effect of green perceived value and the moderating effect of green involvement.In experiment 2,a two-factor intergroup design was used,and environmental protection paper was selected as advertising stimulus to verify the moderating effect of green attribute information.The research conclusions show that:(1)Green advertising claim has a significant positive impact on customers’ green purchase intention,and compared with abstract green advertising claim,specific green advertising claim has a more positive impact on customers’ green purchase intention.(2)Specific green advertising claim has a more positive impact on customers’ perceived green value than abstract green advertising claim.(3)Green perceived value plays an intermediary role in the way that green advertising claims affect customers’ green purchase intention.(4)Green involvement moderates the relationship between green advertising claims and green perceived value.In the context of high green involvement,specific green advertising claims can improve consumers’ green perceived value more than abstract green advertising claims.Under the condition of low green involvement,there is no significant difference in the impact of abstract green advertising claims and specific green advertising claims on green perceived value.(5)Green attribute information plays a moderating role in the relationship between green advertising claims and green perceived value.When the green attribute of products is reflected in the core attribute,the specific green advertising claims has a stronger impact on the perceived value of green than the abstract advertising claims.When the green attribute of products is reflected in the edge attribute,there is no significant difference between specific and abstract green advertising claims on the green perceived value.From a theoretical point of view,by introducing green perceived value as an intermediary variable,this study supplemented the mechanism of green advertising claims affecting consumers’ purchase intention.In addition,consumer factors(green involvement degree)and product factors(green attribute information)are taken as the regulating variables to expand the application range of the fine processing possibility model,fill the vacancy in related research fields,enrich the boundary conditions of the action mechanism of green advertising claims on green purchase intention,and provide certain reference value for the discussion of its internal influence mechanism.From the practical sense,it provides countermeasures and suggestions for enterprises to implement the green advertising marketing strategy,promote the green development of enterprises and help the harmonious development of society.