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The Experimental Study of Matching Green Product Types with Advertising Appeals

Author: SongMingZuo
Tutor: LiJianXin
School: Changsha University of Science and Technology
Course: Business management
Keywords: Advertising appeals Green products Rational advertising Emotional Advertisement Willingness to buy
CLC: F274;F224
Type: Master's thesis
Year: 2011
Downloads: 46
Quote: 0
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Abstract


With the development of human civilization and progress , the continuous improvement of people 's quality of life , advocating \there is a huge business opportunities to implement green marketing and launch a green product advertising , but how to choose the right products for the different types of advertising appeals , enterprises confused In this regard, the existing literature rarely involved . Judging from the current situation , according to the attributes of green products different ads is the lack of theoretical arguments lack of practice test . Practical and theoretical reasons , on the basis of the literature review and preliminary interviews , using a simulation method for empirical analysis . By study type ( self-interest and altruism products ) and three forms of advertising ( the positive emotions advertising , fear advertising and rational advertising ) match on purchase intention . Experiment, 240 graduate students were tested , using the method of combining experimental and questionnaires , experimental stimulus for advertising . Verified by factor analysis and validity of the measure construct validity and reliability of the scale ; using analysis of variance to verify a significant interaction between the type of product and the advertising appeals ; analysis confirms the hypothesis put forward by simple main effects : (1 ) self-serving green products rational advertising appeals to a more positive impact on consumer attitude toward the ad and purchase intention ; (2 ) green products altruistic emotional appeal advertising advertising on consumer attitudes and purchase intentions produce more positive ; (3 ) fear appeals in these two types of green advertising than positive demands due to better advertising , consumer willingness to buy more . Finally, the paper of the relevant conclusions and recommendations were discussed.

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CLC: > Economic > Economic planning and management > Economic calculation, economic and mathematical methods > Economic and mathematical methods
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