The Impact Of The Whole Life Cycle And Product Type On Consumers’ Green Consumption Behavior Intention

In the current context of sustainable development and low-carbon consumption,more and more members of the public hold green consumption values and attitudes,but the rate of converting green consumption attitudes into corresponding purchase behaviors is low.Therefore,the use of effective advertising to facilitate the transformation of consumers from green consumption attitudes to green purchase behavior is an important issue nowadays.However,studies have shown that the effectiveness of green advertising is influenced by multiple factors,and audiences’ perceptions of green products vary across the life cycle of production,use and recycling.Based on this,this study uses eye-tracking technology to explore the psychological processes of consumers’ green perceptions and cognitions of different types of green products at different life cycle stages,and to investigate the influence mechanisms between green product advertising messages and consumers’ purchase intentions,so as to adopt effective advertising design and promotion to increase consumers’ willingness to purchase green products.This study consists of two experiments to investigate the effects of green advertising on consumers’ green perceptions and behavioral intentions at the behavioral and cognitive levels respectively.Study 1 is a single-factor(life-cycle stage: production,use,recycling)within-subjects experimental design,in which a questionnaire is used to investigate the differences in green advertising on consumers’ green perceptions at different life-cycle stages.Study 2 was a 3(life cycle: production,use,recycling)x 2(product type: self-interested green product,altruistic green product)within-subject experimental design,using eye-tracking technology to further investigate the behavioral intentions of audiences and the characteristics of eye-movement changes when green advertisements present content at different life cycle stages for different types of green products.The results of the study show that:(1)green advertisements at different life cycle stages have significant differences on consumers’ purchase intentions,and green advertisements presenting content at the use and recycling stages are more likely to increase consumers’ purchase intentions than those presenting content at the production stage.(2)The number of views of green advertisements for self-interested products is significantly higher than that of altruistic products;the number of views of green advertisements at the use stage is significantly higher than that of green advertisements at the production and recycling stages.(3)The main effect of total viewing time for green product types was significant,with the viewing time for self-interested green products being significantly higher than that for altruistic green products.(4)The interaction between the whole life cycle and green product types was significant,with the number of observations in the use stage being significantly higher than that in the production and recycling stages for self-interested green products,and the number of observations in the recycling stage being higher than that in the production and use stages for altruistic green products.The following key findings were obtained from the study:(1)Green advertising at different life cycle stages significantly influences consumers’ purchase intention.(2)Consumers were more attentive when viewing green advertisements for self-interested products,with significantly higher levels of interest and attention than when viewing green advertisements for altruistic products.(3)Product category and the whole life cycle affect the number of times consumers look at a green ad,the total time they look at it,the first reading time,the second reading time and the subjective importance rating.(4)For self-interested green products,consumers pay more attention to the use stage of green advertisements;for altruistic green products,consumers pay more attention to the recycling stage of green advertisements.The main contributions of this study are:(1)it enriches the study of green product purchase decisions.Starting from the whole product life cycle,the study matches the content of different types of green products and advertising themes,broadening the field of green marketing and promoting the development of advertising psychology.(2)Using eye-tracking technology,we explore the cognitive psychological process of audiences when viewing green advertisements,and construct a cognitive path that matches the text of green advertisements with product categories,advancing the development of cognitive neuroscience in advertising and marketing.(3)It systematically compares the differences in various eye-movement indicators and subjective evaluations of consumers when viewing different types of green advertisements with different life cycles.(4)It helps enterprises to match different types of green products with corresponding advertising slogans,and provides a theoretical basis for enterprises to adopt effective marketing strategies when promoting green products;it also provides a reference for the government and relevant departments to formulate standards and relevant policies for green advertising.