Research On The Influence Of Environmental Attitudes And Advertising Appeals On The Advertising Psychological Effects Of Green Product

The development and promotion of green products has been taking a positive rolein promoting sustainable development. The green products have been valued andhighly praised by more and more people. As an important channel of communicationbetween enterprises and consumers, the advertisements of green products take asignificant role in the green marketing. Companies are often generous in terms ofadvertising, and they often spend billions of dollars on that. However, how to makeeach individual investment in advertising costs take the best use? This is a conundrum,which need both scholars and practitioners to look into. From the perspective ofinteractions of environmental attitudes and advertising appeals, this paper paidattention to their different psychological effects of advertising and tried to providevaluable strategies and suggestions for enterprises to develop more targetedadvertising strategy.Based on this background, taking the non-phosphorus washing powder that one ofthe most common green products as an example, this paper carried out an empiricalresearch in the experimental method. This paper took the college students as theresearch objects, and this paper used a between subjects design to analyze thedifferent advertising psychological effects in different types of advertising appealsand environmental attitudes, which meant this was a2×3factorial experiment：2(advertising appeal: green appeal or beneficial appeal) x3(environmental attitude:ecological attitude or egoistic attitude or altruistic attitude).This empirical study showed that the demographic variables had no significantimpact on the advertising psychological effect. As to subjects with differentenvironmental attitude, different ways of advertising appeals had a significant impacton the advertising psychological effect. To be specific, we should adopt the greenappeal for those who hold the ecological attitude, because it would have a betterperformance in advertising psychological effect. For the same reason, we shouldadopt the beneficial appeal for those who hold the egoistic attitude, and for those whohold the altruistic attitude, we shoul d adopt the green appeal.Finally, according to theconclusion of this paper, we put forward some management countermeasures andsuggestions, and pointed out the limitations of this study and the future research direction.