The Frame Effect Of Green Information Strategy On Consumer Purchase Decision

Resource waste and environmental pollution has been a huge test and challenge,the green advertising and education measures launched by relevant enterprises and institutions didn't have much effectiveness.Thus,promoting green purchase,lowcarbon consumption,energy conservation and emission reduction have become a major problem for a long time.Exploring the relationship between green information strategy and consumer decision-making behavior is a very meaningful study.Now some domestic and foreign experts and scholars tend to study the green information strategy's concept?type in the general situation,lack of customization green advertising research.In view of this,based on the theory of Cost/Benefit?CPV?CLT,this article discuss the frame effect of green information strategy in the general / customized situation.In a systematic literature review of green information strategy,framing effect,consumer involvement and construal level,this paper puts forward the research hypotheses and constructs the theoretical model of "green information strategy-perceived value-purchase decision".By two main experiments and a small experiment,focusing on the four contents:(1)Exploring the frame effect of green information strategy on purchase decision in general situation(Experiment 1);(2)Comparing the different expressions of green information strategy to purchase(Small Experiment);(3)Exploring the frame effect of green information strategy on purchase decision in customized situation(Experiment 2);(4)Comparative analysis the utility of the green information strategy in two different situation,and design the intervention path?marketing strategy.In this study,1038 valid samples were investigated by using low energy cost of lamps.Through the three experiments of 2(target frame: gain vs loss)× 2(scale frame: large scale vs small scale),the empirical research by SPSS 22.0.First of all,through the small sample pre-test,test the reliability of the experiment and the validity of the questionnaire;Secondly,in the formal experiment,through descriptive analysis,paired samples T test,independent sample T test,one-way ANOVA,regression analysis and other methods to test the frame effect and the mediation effect of perceived value in two different situations.The results confirm that frame effect does exist in two situations.The main conclusions are as follows:(1)The main effect of target frame and scale frame on consumer perceived value and purchase decision is significant in both situations.Compared to the loss frame,the gain frame is more likely to stimulate consumer perceived value and green purchase decision-making;compared to small-scale frame,large-scale frame is better.(2)The interactive effect of green information strategy on consumer perceived value and purchase decision is also significant in both situations.For the gain frame,the effect of scale frame is not different.In the loss frame,the largescale frame is more positive affect perceived value and purchase decision than smallscale frame.For the large-scale frame,the effect of target frame is not significant;in the small-scale frame,the gain frame is better than loss frame.(3)Perceived value plays a different role in different situations,that is,the mediating role of consumer perceived value plays a better role in the general situation.(4)The moderating effect of consumer involvement in general situation is better than that of the customized situation.(5)The moderating effect of construal level has similar and differences in the two situations.(6)Most families are willing to accept green information strategy in general situation,but different types of families have preferences.The large-scale information strategy is most effective for families with high power consumption,and the small-scale information has the least impact on families with low power consumption.(7)Use the form of "video + image" is significantly better than the form of pure text information.This study suggests that the relevant enterprises and institutions in the development of green information strategy should be:(1)Focus on the dissemination of gain information and large-scale information,identify the consumers' demand point.(2)Distinguish the consumers' different involvement level and construal level,adopt targeted green information strategy;(3)Pay attention to different types of family preferences,divide the target market effectively;(4)Aware of the importance of consumers' perceived value fully,improve the purchase decision effectively;(5)Recommend enterprises and institutions to adopt the form of "video + image",continuously enhance the dissemination of results.