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

--The Mediating Effect Based on Perceived Interests and the Moderating Effect of Self-Construction

DOI

10.2991/978-94-6463-598-0_4How to use a DOI?

Keywords

green advertising appeal; green purchase intention; self-construction; consumer interest perception

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zheng Zhang
PY  - 2024
DA  - 2024/12/19
TI  - An Empirical Study on the Influence of Green Advertising Demands on Green Purchase Intention
BT  - Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024)
PB  - Atlantis Press
SP  - 23
EP  - 29
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-598-0_4
DO  - 10.2991/978-94-6463-598-0_4
ID  - Zhang2024
ER  -