Research On The Impact Of Green Advertising Appeals On Consumers’ Willingness To Buy Green Products

With the rapid development of the economy and society,resource and environmental issues are becoming increasingly prominent,and the concept of sustainable development is gradually being accepted by enterprises.More and more enterprises are starting to carry out green innovation and introduce green products into the consumer market.Green advertising,as an important tool for enterprises to convey product information and stimulate customers’ green consumption concepts,is widely used.Research has found that the number of green advertisements has increased by more than 10 times compared to 20 years ago.With the rapid growth of green advertising,traditional advertising forms are no longer suitable for the diverse needs of the market,and the effectiveness of advertising is gradually decreasing,bringing negative impacts on consumers’ green consumption behavior.How to design effective advertising strategies to promote green consumption has become a focus of attention for enterprises and academia.Previous studies on green advertising have mostly explored the effectiveness of green advertising from the perspectives of information framework and self-construction.However,individual consumption intention is not only influenced by external environmental stimuli such as information presentation and purchasing context,but also by internal factors such as consumer gender and personal traits.Traditional cultural values point out that people with resources and high power are expected to do more prosocial behavior.As a kind of prosocial behavior,green consumption is rarely discussed by scholars from the perspective of power,which is an important factor affecting consumers’ prosocial behavior and the impact on the effectiveness of green advertising.So,is there an interactive relationship between a sense of power and the demands of green advertising? This issue deserves special attention and in-depth research.Based on a literature review of relevant variables such as green advertising demands,green perceived value,sense of power,and willingness to purchase green products at home and abroad,this study constructs a theoretical model and proposes research hypotheses based on SOR theory,fine processing possibility theory,and activity-public orientation model.Three formal experiments were conducted to verify the impact of green advertising appeals on consumers’ willingness to purchase green products,and the interaction effect between sense of power and green advertising appeals,as well as the mesomeric effect of green perceived value.This study concludes that:(1)The demand for green advertising(egoism vs.altruism)has a significant positive impact on consumers’ willingness to purchase green products.Compared to altruistic advertising demands,egoistic advertising demands are more likely to arouse consumers’ willingness to purchase.(2)There is an interactive effect between the demands of green advertising(self-interest vs.altruism)and the sense of power(high vs.low)on consumers’ willingness to purchase green products.Specifically,consumers with a high sense of power are more susceptible to the influence of self-interest green advertising demands,resulting in higher purchasing intentions;Consumers with a low sense of power tend to consider the interests of others and society in the decision-making process,making them more susceptible to the influence of altruistic green advertising demands.(3)Green perceived value plays a partial mediating role in the impact of green advertising demands(self-interest vs.altruism)and sense of power(high vs.low)on consumers’ willingness to purchase green products.The conclusion of this study,on the one hand,can improve the marketing mechanism and theory of green products from multiple perspectives such as consumer personal traits and perceived value,and open up new perspectives for subsequent research;On the other hand,it has also designed precise and effective green advertising strategies for enterprises to promote consumer green consumption and explore the green consumption market.This has practical significance for enterprises to explore the value of green products,improve their market competitiveness and brand value.