摘要
绿色产品与广告诉求之间的匹配关系成为当前绿色营销课题中的核心问题。理论分析得出,对于自利型绿色产品,理性诉求对消费者的广告态度和购买意愿的影响更为积极,而对于利他型绿色产品,情感诉求表现的更为积极。实验结果充分证明了两个理论假设。
The matching relationship between green products and advertising appeals becomes the key problem in the current green marketing topics. Our theoretical analysis comes to the conclusion that rational appeals to the consumer advertising attitude and purchase intention are more positive for the type of green products and emotional appeals are more positive for altruistic green products. The experiment results fully prove the two theoretical assumptions. Research conclusion provides meaningful guidance in market communication of enterprises which carry out the green marketing.
出处
《财经理论与实践》
CSSCI
北大核心
2014年第1期127-131,共5页
The Theory and Practice of Finance and Economics
基金
教育部人文社科规划项目(09YJA630141)
湖南省哲学社会科学基金项目(11YBB010)
关键词
绿色广告
理性诉求
情感诉求
购买意愿
Green advertising
Emotional appeals
Rational appeals
Purchase intention
