Study on the Influence of Green Advertising Claims on Green Purchase Intention Under Different Product Green Attribute Information

Abstract

This paper explores the influence mechanism of green advertising appeal on consumers' purchase intention through two sets of experiments. Experiment 1 used a single factor (specific appeal vs. abstract appeal).The results of intergroup experiment show that specific appeal can make consumers have stronger purchase intention, and green perceived value mediates the influence of green advertising appeal on green purchase intention. Experiment 2 explored the internal mechanism of interaction effect between advertising appeal and product green attribute information. The results show that the product green attribute information plays a moderating role in the relationship between green advertising appeal and green perceived value. When the green attribute of the product is reflected in the core attribute, the concrete green advertising appeal has a stronger impact on the green perceived value than the abstract advertising appeal. When the green attribute of the product is reflected in the edge attribute, there is no significant difference between the concrete and abstract green advertising appeal on the green perceived value. The research conclusion provides a reference for enterprises to choose advertising strategy.