Research on the impact of matched effects between green advertising appeals and product type on consumer purchase intention

Abstract

With increasing global attention to environmental issues, green marketing has become a vital component of corporate strategy. Consequently, designing effective green advertising strategies to attract consumers has garnered significant interest. This paper employs experimental methods to investigate the impact mechanism of green advertising appeals—specifically, egoistic appeals versus altruistic appeals—on consumers' green purchase intentions. Additionally, it utilizes the Elaboration Likelihood Model and Construal Level Theory to elucidate the internal mechanisms at play. The findings indicate that: (a) green advertising appeals exert a substantial influence on consumers' green purchase intentions and perceived information credibility, with egoistic appeals exhibiting a more pronounced effect than altruistic appeals; (b) there exists a significant mediating effect through consumers' perceived information credibility; (c) product type serves as a moderator between green advertising appeals and consumers' purchase intentions. Specifically, when purchasing utilitarian products, egoistic appeals enhance consumers' green purchase intentions and perceived information credibility compared to altruistic appeals. Conversely, when purchasing hedonic products, altruistic appeals prove more effective than egoistic appeals. Ultimately, the study's conclusion offers insights and recommendations for enhancing the efficacy of enterprise green advertising strategies.