Research On The Influence Of Green Advertisement On Consumer Purchase Intention

In the 21 st century,the world environment is under unprecedented pressure,environmental problems are emerging one after another,and consumers' awareness of green consumption has increased significantly.Under the dual pressure of policies and regulations and the green consumption of all people,green and low carbon have become synonymous with all walks of life.Enterprises have adopted various communication methods to promote their green products,but consumers have had a mediocre response to the traditional methods of green product communication,and there has been a marked contrast between consumers with high awareness and little effort.Different advertising requests will affect consumers' product attitudes and green purchase intentions,as will different advertising expression techniques.When consumers want to make a positive impression on others and enhance their own good self-image in the group or society,in order to obtain social approval and cognition,they will adopt different consumption behaviors,but few authors have discussed it in existing research.Therefore,this article uses green advertising appeal as independent variables to discuss the main effects of consumers' attitudes towards green products and green purchase intentions,and further explores the boundary path of information framework and impression management mechanism.In order to explore the main effects and boundary effects of advertising and the influence of management motivation,this study uses an experimental method,using four experiments,using SPSS23.0,Amos21.0 and process3.3 data analysis software to analyze the obtained data,and draws the following conclusions based on the analysis results:(1)Green advertising appeal requests significantly affect consumers' green purchase intentions;(2)Product attitude plays an intermediary role between green advertising requests and green purchasing intentions;(3)Information framework plays a regulating role between green advertising requests an-d product attitudes;(4)The motivation of impression management plays a moderating role between green advertising and product attitude.This research not only enriches the application scope of consumers' green purchase intentions and the related theories of advertising requests and fine processing possibilities,but also extends the application of information frameworks and related theories of impression management motivation in advertising and consumer behavior studies for subsequent scholars.To explore the theoretical basis of the internal influence mechanism of the green advertising method on the purchase intention,and to provide enterprises with constructive advertising and marketing suggestions to promote the green and healthy development of the enterprise.