 What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?Ying Sun, Biao Luo, Shanyong Wang and Wenpei Fang Business Strategy and the Environment, 2021, vol. 30, issue 1, 694-704 Abstract: Consumers are increasingly worried that their current consumption patterns have negative environmental impacts, which in turn shapes their green purchase intentions. Based on the signaling theory and stimulus–organism–response model, the purpose of this research is to construct a theoretical framework to understand consumer intentions to buy eco‐labeled products. Empirical results from 671 questionnaires show that as expected, green advertising receptivity positively affects intention, and the relationship between green advertising receptivity and intention is also moderated by promotion focus and mediated by system trust and personal trust. However, the relationship between green advertising receptivity and purchase intention is not moderated by prevention focus. Hence, this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel consumer suspicion and target different consumers with different green advertising and marketing campaigns to increase sales. Date: 2021 Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:bla:bstrat:v:30:y:2021:i:1:p:694-704 Ordering information: This journal article can be ordered from Access Statistics for this article Business Strategy and the Environment is currently edited by Richard Welford More articles in Business Strategy and the Environment from Wiley Blackwell |
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