Green Advertising Appeal and Consumer Purchase Intention

Tih, Siohong; Chan, Kuan Thye; Ansary, Amin; Ahmed, Ali

doi:10.17576/pengurusan-2016-47-13

Cited by 21 publications

(17 citation statements)

References 47 publications

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“…One may assert that, for a dominantly independent self-construal, when promoting a (new) smart energy device, a descriptive norm delivers a source of information to the self regarding what type of behavior is most effective and appropriate, whereby conforming to the norm reaps self-benefitting goals. The results for dominantly interdependent self-construal also align with previous studies that have claimed that a dominantly interdependent self conforms to social norms because the individual considers the needs of others and wants to maintain social relationships [28]. Whether one's conformity to social norms is pursued to benefit oneself or to connect with others, social norms' persuasive influence to motivate the desired behavior remains constant regardless of how an individual views him/herself.…”

Section: Discussionsupporting

confidence: 85%

“…' We left out all personal pronouns (e.g., 'your') to avoid any egoism appeals. We also did not mention any costs or savings potential to rule out self-benefit appeals, and we focused on benefitting the environment by promoting the product's positive contribution [27,28,45]. The advertisements were identical in their visual feature layouts (see Appendix B, Figure A4).…”

Section: Stimulus Materialsmentioning

confidence: 99%

“…The authors found that when normative information (versus no norm) was provided, the benefit type was irrelevant because no significant difference was identified between the various benefit frames. Consistent with previous literature, which has suggested that an individual's self-construal can affect one's motivation to engage in pro-environmental behavior for one's self-interest or environmental concern [28][29][30], the present research was designed to explore whether the benefit frames' effectiveness may depend upon one's dominant self-construal.…”

Section: Introductionmentioning

confidence: 96%

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Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices

2020

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Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence.

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Section: Discussionsupporting

confidence: 85%

Section: Stimulus Materialsmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 96%

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Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices

2020

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“…It is expected that companies will produce ecofriendly products and raise recognition of this problem (Tih et al, 2016). Environmental degradation problems and the Sustainable Development priorities of society have altered business conditions and provided new opportunities for corporations to resolve (Kärnä et al, 2003).…”

Section: Problem Statementmentioning

confidence: 99%

The Impact of Green Marketing on the Financial Performance of Textile Industry

et al. 2019

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This study was carried out to examine the impact of green marketing on financial performance in textile industry. The variables taken into consideration are green brand awareness and green advertisement. A total of 230 respondents’ opinions were collected out of which 206 were found usable. Correlation and multiple regression was used to test the hypotheses and to analyze the data. Green brand awareness turned out to have a significant impact on financial performance. In contrast green advertisement was found out to have an insignificant impact on financial performance. This study contributes to the literature in a number of ways as no such study has been carried out in Pakistan's context. This study will help marketers and managers to get an insight of the impact of green marketing on financial performance which has been inconclusive for a longer period of time. This could help them to improve their companies financially by including strategies related to green marketing

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“…Noticeably, green advertising messages often focus on one of two benefits: benefits to one's self (self-benefit focus) or benefits to some other individual or the public (other-benefit focus) [8,9]. Researchers have been interested in determining which of the two benefit foci is more effective in generating positive consumer responses, yet the findings are inconclusive [8,10]. To explain the complexity of the mixed findings, we investigate factors that may affect the role of beneficiary foci generating consumer responses.…”

Section: Introductionmentioning

confidence: 99%

Beneficiary Foci Types and Performance Appeals in Green Advertising

Choi

Lee

2020

Sustainability

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In green advertising, the message focus is often associated with one of two benefits: the self-benefit focus and the other-benefit focus. However, determining which of the two benefit foci is more effective in generating positive consumer responses is still debatable. To explain the complexity of the mixed findings, we have explored advertising appeals that influence the perception of the environmental performance of the product, or green performance perception. Specifically, we have examined the self- and other-benefit types with three performance-based appeals (before, after, and before–after appeals) in relation to perceived green performance and brand attitudes. A 2 × 3 ANOVA of perceived green performance with data from 390 participants reveals a significant two-way interaction. Results from comparing the three types of performance-based appeals indicate that, regardless of the beneficiary foci type, the before–after appeal works best in generating greater perceived green performance, which, in turn, leads to positive brand attitudes. When promoting the green benefit of others, we recommend using before-appeals to enhance a product’s green performance perceptions and after-appeals for self-benefit-focused advertisements; if not, before–after appeals are used.

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Green Advertising Appeal and Consumer Purchase Intention

Abstract: This study investigates the influences of various types of green message (self-benefit and other-benefit appeals) on consumers' green purchase intentions among Malaysians and Iranians. In particular, this

Cited by 21 publications

References 47 publications

Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices

Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices

The Impact of Green Marketing on the Financial Performance of Textile Industry

Beneficiary Foci Types and Performance Appeals in Green Advertising

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