An Empirical Study on the Influence of Green Advertising Demands on Green Purchase Intention

Zheng Zhang ()
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Zheng Zhang: Sichuan Agricultural University

A chapter in Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024), 2024, pp 23-29 from Springer

Abstract: Abstract This paper explores the influence of green advertising appeals on consumers’ green purchase intention and its underlying mechanisms through experiments. The results show that green advertising appeals have a significant effect on green purchase intention, with self-interested appeals having a stronger effect on consumers’ green purchase intention; consumers’ perceived benefits play a mediating role; and self-construction plays a moderating role. The study enriches the research on green advertising appeals, self-construction, consumers’ perceived benefits and green purchase intention, and also helps enterprises to understand consumers’ green purchase intention more deeply and formulate scientific and reasonable marketing strategies.

Keywords: green advertising appeal; green purchase intention; self-construction; consumer interest perception (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-598-0_4

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DOI: 10.2991/978-94-6463-598-0_4

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