Green advertising appeal and consumer purchase intention

Tih, Siohong and Chan, Kuan-Thye and Amin Ansary, and Ali Ahmed, (2016) Green advertising appeal and consumer purchase intention. Jurnal Pengurusan, 47 . pp. 157-168. ISSN 0127-2713


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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 study examines whether the type of appeal affects consumers’ purchase intentions differently, and whether this effect is moderated by the consumer’s home country. A sample of 117postgraduate students was exposed to one of two printed hypothetical green messages promoting either self-benefit or other-benefit appeals. The results reveal that other-benefit appeal influences purchase intentions more than self-benefit appeal. Furthermore, green product purchase intention among Malaysian postgraduate participants is higher as compared to that of the Iranians. However, home country does not moderate the relationship between appeal type and purchase intentions. Both theoretical and practical contributions are discussed.

Item Type:Article
Keywords:Advertising; Green message; Self-benefit appeal; Other-benefit appeal; Home country; Purchase intention
Journal:Jurnal Pengurusan
ID Code:10818
Deposited By: ms aida -
Deposited On:05 Oct 2017 03:57
Last Modified:11 Oct 2017 07:30

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