IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i20p13248-d942849.html
   My bibliography  Save this article

The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis

Author

Listed:
  • Jianming Wang

    (School of Business Administration, Zhejiang University of Finance and Economics, Hangzhou 310018, China)

  • Ayong Li

    (School of Business Administration, Zhejiang University of Finance and Economics, Hangzhou 310018, China)

Abstract

Green advertising is one of the important tools for companies to carry out marketing activities, and it is especially important for green brand owners to improve the persuasive effect of green advertising. Existing studies focus on the effectiveness of green advertising from the level of message content and message expression, but there is little research to assess the advertising effectiveness of green advertising being “well said” from the perspective of message quality. This article constructs a theoretical framework based on the theory of communication persuasion to assess the effect of perceived message quality on the consumer’s green response to green advertising. Study 1 constructs an econometric regression model by crawling unstructured data, such as green ad review texts through Python, and verifies that consumers’ green responses (green purchase intention and green sharing intention) are mainly influenced by green ad information usefulness, information attractiveness and information truthfulness. Study 2 further tested the direct role of perceived green advertising information quality on the consumer’s green response by constructing structural equation models with situational experimental data, and verified the mediating role of green competence trust and green value trust in the process of perceived green advertising information quality influence on the consumer’s green response. These findings provide a new theoretical perspective on the effectiveness of green advertising, while providing practical guidance for green brand owners to develop green advertising strategies and assess green advertising quality.

Suggested Citation

  • Jianming Wang & Ayong Li, 2022. "The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis," Sustainability, MDPI, vol. 14(20), pages 1-21, October.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:20:p:13248-:d:942849
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/20/13248/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/20/13248/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Chen, Ying-Hueih & Hsu, I-Chieh & Lin, Chia-Chen, 2010. "Website attributes that increase consumer purchase intention: A conjoint analysis," Journal of Business Research, Elsevier, vol. 63(9-10), pages 1007-1014, September.
    2. Brown, Steven P & Stayman, Douglas M, 1992. "Antecedents and Consequences of Attitude toward the Ad: A Meta-analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(1), pages 34-51, June.
    3. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    4. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    5. Mansoor, Mahnaz & Paul, Justin, 2022. "Mass prestige, brand happiness and brand evangelism among consumers," Journal of Business Research, Elsevier, vol. 144(C), pages 484-496.
    6. Jiatong Dai & Guanghua Sheng, 2022. "Advertising strategies and sustainable development: The effects of green advertising appeals and subjective busyness on green purchase intention," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3421-3436, November.
    7. Kim, Do Yuon & Kim, Hye-Young, 2021. "Trust me, trust me not: A nuanced view of influencer marketing on social media," Journal of Business Research, Elsevier, vol. 134(C), pages 223-232.
    8. Marco Lerro & Maria Raimondo & Marcello Stanco & Concetta Nazzaro & Giuseppe Marotta, 2019. "Cause Related Marketing among Millennial Consumers: The Role of Trust and Loyalty in the Food Industry," Sustainability, MDPI, vol. 11(2), pages 1-16, January.
    9. Lurie, Nicholas H, 2004. "Decision Making in Information-Rich Environments: The Role of Information Structure," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(4), pages 473-486, March.
    10. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    11. Grappi, Silvia & Romani, Simona & Bagozzi, Richard P., 2013. "Consumer response to corporate irresponsible behavior: Moral emotions and virtues," Journal of Business Research, Elsevier, vol. 66(10), pages 1814-1821.
    12. Septianto, Felix & Kemper, Joya & Paramita, Widya, 2019. "The role of imagery in promoting organic food," Journal of Business Research, Elsevier, vol. 101(C), pages 104-115.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Huang, Jinsong & Su, Song & Zhou, Liuning & Liu, Xi, 2013. "Attitude Toward the Viral Ad: Expanding Traditional Advertising Models to Interactive Advertising," Journal of Interactive Marketing, Elsevier, vol. 27(1), pages 36-46.
    2. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    3. Carter, Kealy & Jayachandran, Satish & Murdock, Mitchel R., 2021. "Building A Sustainable Shelf: The Role of Firm Sustainability Reputation," Journal of Retailing, Elsevier, vol. 97(4), pages 507-522.
    4. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    5. Laura J. Kornish & Sharaya M. Jones, 2021. "Raw Ideas in the Fuzzy Front End: Verbosity Increases Perceived Creativity," Marketing Science, INFORMS, vol. 40(6), pages 1106-1122, November.
    6. Athanasios Krystallis & Vlad Zaharia & Antonis Zairis, 2021. "“When” Does It Pay to Be Good? Attributions Mediate the Way CSR Elements Impact on Consumer Responses, and Are Controllable," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
    7. Tan, Huimin & Lv, Xingyang & Liu, Xiaoyan & Gursoy, Dogan, 2018. "Evaluation nudge: Effect of evaluation mode of online customer reviews on consumers’ preferences," Tourism Management, Elsevier, vol. 65(C), pages 29-40.
    8. Smith, Leah Warfield & Rose, Randall L., 2020. "Service with a smiley face: Emojional contagion in digitally mediated relationships," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 301-319.
    9. Jeremy S. Wolter & Dora Bock & Jeremy Mackey & Pei Xu & Jeffery S. Smith, 2019. "Employee satisfaction trajectories and their effect on customer satisfaction and repatronage intentions," Journal of the Academy of Marketing Science, Springer, vol. 47(5), pages 815-836, September.
    10. Heribert Gierl & Roland Helm & Michaela Satzinger, 2000. "Die Wirkung positiver und negativer Aussagen in der Werbung vor dem Hintergrund des Message Framing," Schmalenbach Journal of Business Research, Springer, vol. 52(3), pages 234-256, May.
    11. Zhang, Hong & Zhao, Ling & Gupta, Sumeet, 2018. "The role of online product recommendations on customer decision making and loyalty in social shopping communities," International Journal of Information Management, Elsevier, vol. 38(1), pages 150-166.
    12. Maria del García-de los Salmones & Angel Herrero & Patricia Martínez, 2021. "Determinants of Electronic Word-of-Mouth on Social Networking Sites About Negative News on CSR," Journal of Business Ethics, Springer, vol. 171(3), pages 583-597, July.
    13. Spielmann, Nathalie & Mantonakis, Antonia, 2018. "In virtuo: How user-driven interactivity in virtual tours leads to attitude change," Journal of Business Research, Elsevier, vol. 88(C), pages 255-264.
    14. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
    15. Johannes Knoll & Jörg Matthes, 2017. "The effectiveness of celebrity endorsements: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 45(1), pages 55-75, January.
    16. Koo, Jakeun & Lee, Younghan, 2019. "Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes," Sport Management Review, Elsevier, vol. 22(2), pages 222-234.
    17. Nilesh Arora & Sanjeev Prashar & Chandan Parsad & Sai Vijay Tata, 2019. "Influence of celebrity factors, consumer attitude and involvement on shoppers’ purchase intention using hierarchical regression," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 46(3), pages 179-195, September.
    18. Jeannot, Florence & Dampérat, Maud & Salvador, Marielle & El Euch Maalej, Mariem & Jongmans, Eline, 2022. "Toward a luxury restaurant renewal: Antecedents and consequences of digitalized gastronomy experiences," Journal of Business Research, Elsevier, vol. 146(C), pages 518-539.
    19. Selma Kadić-Maglajlić & Maja Arslanagić-Kalajdžić & Milena Micevski & Nina Michaelidou & Ekaterina Nemkova, 2017. "Controversial Advert Perceptions in SNS Advertising: The Role of Ethical Judgement and Religious Commitment," Journal of Business Ethics, Springer, vol. 141(2), pages 249-265, March.
    20. Zablah, Alex R. & Brown, Brian P. & Donthu, Naveen, 2010. "The relative importance of brands in modified rebuy purchase situations," International Journal of Research in Marketing, Elsevier, vol. 27(3), pages 248-260.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:20:p:13248-:d:942849. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.