The Effectiveness of Benefit Type and Price Endings in Green Advertising

Royne, Marla B.; Martinez, Jennifer; Oakley, Jared; Fox, Alexa K.

doi:10.1080/00913367.2012.10672459

Cited by 70 publications

(68 citation statements)

References 58 publications

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“…These motivations lead profit‐driven firms to adopt the concept of green marketing, which encourages consumers to use eco‐friendly products and manufacturers to develop more environmentally beneficial products (Tan, ). Green advertising, which has grown exponentially in the last two decades, supports these arguments (Royne et al , ). As a result, it is imperative for firms to identify and understand the factors that influence consumers' purchasing behaviors regarding green products in order to deliver effective and persuasive marketing and communication strategies (Chen and Chai, ; Tan, ).…”

Section: Introductionmentioning

confidence: 82%

Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products

et al. 2017

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Green consumption involves comprehensive concerns that address the broad scope of sustainability, ecosystem balance, profit‐generation and people. Identifying the factors that influence consumers' purchase behavior enables manufacturers to understand consumers' decision‐making processes and can help them develop more environmentally beneficial products. However, scholars have recently found that a gap exists between environmental concern and consumers' actual purchase behavior. The purpose of this paper is to use cognitive behavior theory to investigate the drivers of green consumption behavior and the missing link in the concern–behavior gap. After collecting 375 valid questionnaires, this study validated the proposed conceptual model using structural equation modeling. The revised model indicates that environmental involvement, informational utility, green advertising skepticism and green trust are antecedent variables of consumer attitudes toward green products. Additionally, this study also provides a possible explanation of and remedies for the concern–behavior gap. Copyright © 2017 John Wiley & Sons, Ltd and ERP Environment

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Section: Introductionmentioning

confidence: 82%

Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products

et al. 2017

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“…Many previous studies have also stressed the importance of green advertising [107][108][109][110], suggesting that utilizing the natural environment in advertising makes customers feel close to nature which in turn stimulates consumption. Thus, if airline managers develop and use effective advertisements focusing on natural environment such as fields, forests and mountains, passengers are more likely to have a good image about the airline.…”

Section: Managerial Implicationsmentioning

confidence: 99%

An Investigation of Passengers’ Psychological Benefits from Green Brands in an Environmentally Friendly Airline Context: The Moderating Role of Gender

2017

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Abstract:In recent years, as natural environmental problems have become more serious, environmentally friendly airlines have been attracting attention from many practitioners and scholars. The purpose of this study was to apply the concept of psychological benefits of green brands in an environmentally friendly airline context. Based on the theoretical relationships between the conceptual constructs, a model was developed and then evaluated using data collected from 322 airline passengers in Korea. The results indicated that the three sub-dimensions of psychological benefits of green brands (i.e. warm glow, self-expressive benefits and nature experiences) help to enhance the overall image of an environmentally friendly airline. Furthermore, the overall image plays an important role in the formation of three outcome variables: intentions to use, word-of-mouth intentions and willingness to pay more. Lastly, gender moderates the relationship between overall image and intentions to use.

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“…Overall, despite the efforts in promoting green behaviours, consumers' actual purchasing of environmental products is still not encouraging (Royne et al 2012). Varadarajan (2014) highlighted that a quality and quantity gap in public goods such as public transportation can encourage consumers to own private cars, which can be harmful to the environment.…”

Section: Research On Advertising Appeal and Purchase Intentionmentioning

confidence: 99%

“…Hutton and Markley (1991) demonstrated that financial incentive programmes changed participants' behaviours from using their own cars to taking public transport, which is less harmful to environment than private cars. Royne et al (2012) investigated the effectiveness of environmental versus personal benefit appeals and .99 versus .00 price endings for two environmental products. The results showed that consumers perceived products that were advertised using environmental appeals to be more costly but not of less quality compared to products that were advertised using personal benefits.…”

Section: Research On Advertising Appeal and Purchase Intentionmentioning

confidence: 99%