Jiawen, Fan
(2020)
The effect of ad appeal in influencing attitudes and purchase intentions toward green products.
[Dissertation (University of Nottingham only)]
Abstract
Purpose: The purpose of the study is to examine how rational, emotional and mixed appeals influence attitudes and purchase intentions in the advertising. The study also attempts to examine the moderators related to pro-environmental products influencing the relationship between ad appeal and attitudes.
Design/Methodology/Approach: A conceptual model is developed in order to explore the effectiveness of ad appeals. The hypotheses are tested in an experimental offline setting. The model is examined through reliability test, validity test and manipulation check. The main data analysis is conduct by SPSS tool.
Findings: Results indicate that the mixed appeal advertising presents the highest perceptual effects for green products. The further findings demonstrate a positive influence of attitudes on purchase intentions. Product category involvement, pro-environmental self-identity and perceived inconvenience are found to be three moderators in the relationship between ad appeal and attitudes. Rational advertising is effective for consumers with high involvement, pro-environmental self-identity or perceived inconvenience, while emotional advertising performs better for consumers with low involvement, pro-environmental self-identity or perceived inconvenience.
Research limitations: Although the method adopted has good reliability and validity, it also has its limitations. The research limits the presentation of rational and emotional appeals. It ignores the role of consumer skepticism in ad effectiveness. It does not take into account the measurement of the effectiveness of actual purchase behaviour, which is important for marketing purposes. Future research should consider these limitations and attempt to conduct research in a more natural experimental setting with a representative sample.
Practical implications: A more favourable perception of the brand can be facilitated by a well-developed green advertising strategy. By using mixed appeal advertising, consumers can obtain environmental benefits, at the same time they also perceive emotional benefits delivered by the brand. When a brand has done market research, it can design advertisements based on the results. Green consumers are likely to be influenced by rational advertising, while non-green consumers may generate a more positive attitude by emotional advertising.
Originality/Value: The study contributes to understanding the effectiveness of three types of ad appeal in the field of green marketing. It provides an opportunity to look beyond ad recall and gain an insight into ad effectiveness in the context of attitudes. It provides the brand with strategic tools to approach consumers in a better way.
Keywords: Green marketing, ad appeal, ad attitude, product attitude, brand attitude, purchase intention, product category involvement, pro-environmental self-identity, perceived inconvenience.
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