A Study on the Design of Green Product Advertising Types and Consumption Motivation

Abstract

To attract consumers in the sale of green products, it is of vital importance to understand the influence of internal and external factors on consumers and care about the consumers’ psychological needs their responses to different advertising designs, all of which are very important for green marketing design. However, the consumer requirements for green products and sustainable development have become important activities for the business development of all industries. Understanding consumer motivation requirements is also the way to construct consumer behaviors. This study compiled the importance of green consumption and the types of green product advertising design, explored the trend and importance of green consumption and collected the characteristics of both the functional and experiential types of green advertising design. Then, the study explores the definition of green consumption motivation, integrates consumption motivation theory and environmental moral value theory, and establishes types of green consumers. Its study results can provide a reference for the follow-up green marketing study and green design.