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

In: Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024)

Author

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  • Zheng Zhang

    (Sichuan Agricultural University)

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.

Suggested Citation

  • Zheng Zhang, 2024. "An Empirical Study on the Influence of Green Advertising Demands on Green Purchase Intention," Advances in Economics, Business and Management Research, in: Qiujing Wu & Songsong Liu & Guoliang Wang & Jia Li (ed.), Proceedings of the 2024 3rd International Conference on Public Service, Economic Management and Sustainable Development (PESD 2024), pages 23-29, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-598-0_4
    DOI: 10.2991/978-94-6463-598-0_4
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