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What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?
Author(s) -
Sun Ying,
Luo Biao,
Wang Shanyong,
Fang Wenpei
Publication year - 2021
Publication title -
business strategy and the environment
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.123
H-Index - 105
eISSN - 1099-0836
pISSN - 0964-4733
DOI - 10.1002/bse.2648
Subject(s) - advertising , business , marketing , green marketing , construct (python library) , consumption (sociology) , regulatory focus theory , promotion (chess) , receptivity , psychology , social psychology , sociology , political science , social science , philosophy , epistemology , politics , creativity , computer science , law , programming language
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.