Research On The Effect Of The Advertising Appeal Types Of Green Products On Consumers’ Purchase Behavior

With the rise of green consumption,green advertising has become an important means for enterprises to carry out green marketing.Many scholars have explored the influence mechanism of different advertising appeals on consumers’ purchase intention,and proved that values and time reference can influence one’s purchase behavior,but few studies have discussed the influence of Confucian values on consumers’ purchase behavior based on Chinese cultural background,and no scholar discusses the matching effect of advertising appeals and Confusion values/time reference.Therefore,this article is based on self-consistency theory and construal level theory,using single factor intergroup experiment and two-factor intergroup experiment:2(Confucian values:high vs low)*2(advertising appeals:egoistic vs altruism),2(time reference:near-term vs long-term)*2(advertising appeals:egoistic vs altruism)to examine the influence mechanism of advertising appeals,Confucian values and time reference on consumers’ purchase intention.The research results show that:(1)Different advertising appeals do not make a difference in consumers’ purchase intention,but Confucian values and time reference have significant effects on consumers’ purchase intention,specifically,consumers with high Confucian values and under long-term purchase situation have a stronger willingness to buy green products.(2)Advertising appeals and Confucian values have an interactive influence on consumers’ purchase intention.For consumers with high Confucian values,altruistic appeal leads to more positive purchase intention,for consumers with low Confucian values,egoistic appeal leads to more positive purchase intention.Besides,advertising attitude plays an mediating role in the interaction process.(3)Advertising appeals and time reference have an interactive influence on consumers’ purchase intention.In the long-term purchase situation,altruistic appeal leads to more positive purchase intention,in the near-term purchase situation,egoistic appeal leads to more positive purchase intention,advertising attitude also plays an mediating role in the interaction process.The conclusions enrich the research of advertising and green consumption theoretically,and provide a direction for government and enterprises to promote green consumption in practice.Finally,in view of the shortcomings in the research,this paper proposes further research directions in the future.