The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits
Open accessAbstract
This study examines whether consumers' purchase intentions are influenced by the type of green marketing communications message to which they are exposed, and whether this effect is moderated by their level of environmental involvement (EI), measured across cognitive, affective and behavioural attitude components. A sample of university students (N = 171) were exposed to one of three print advertisements showing a typical ad for the product, an ad promoting a personal benefit to product purchase and an ad promoting a pure environmental benefit. Results revealed no difference in purchase intention across the three types of advertisement; however, it was found that participants' level of environmental affect moderated the effect of the advertisements on purchase intention. Participants with higher environmental affect showed greater purchase intention when exposed to the pure environmental advertisement; those with a lower level of affect showed greater purchase intention when exposed to the personal environmental advertisement. Implications for the meaning and measurement of EI are discussed, as well as for marketers of green products.
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Citations
Cites
Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility
Sen, S., & Bhattacharya, C. B. (2001) · Journal of Marketing Research · doi:10.1509/jmkr.38.2.225.18838 · Cited by 4,659
Testing moderator and mediator effects in counseling psychology research.
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“Indeed, as Frazier, Tix and Barron ( 2004 , 116) point out, ‘a moderator effect is nothing more than an interaction whereby the effect of one variable depends on the level of another’ (see also Baron and Kenny 1986 ).”
BackgroundTargeting consumers who are willing to pay more for environmentally friendly products
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The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands
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“In contrast to this approach, it has been proposed that consumers will respond more positively to green marketing appeals if they can see some direct individual benefit to the purchase in addition to the generic environmental benefit (Carlson et al. 1993; Nottage 2008; Phau and Ong 2007). Hartmann and Ibáñez (2006) cl…”
BackgroundMethodInfluential
Cited by
Remanufacturing for the Circular Economy: An Examination of Consumer Switching Behavior
Hazen, B. T., Mollenkopf, D. A., & Wang, Y. (2017) · Business Strategy and the Environment · doi:10.1002/bse.1929 · Cited by 429
Exploring the gap between consumers’ green rhetoric and purchasing behaviour
Johnstone, M.-L., & Tan, L. P. (2015) · Journal of Business Ethics · doi:10.1007/s10551-014-2316-3 · Cited by 413
Consumers' green involvement and the persuasive effects of emotional versus functional ads
Matthes, J., Wonneberger, A., & Schmuck, D. (2014) · Journal of Business Research · doi:10.1016/j.jbusres.2013.11.054 · Cited by 316
Greenhushing: the deliberate under communicating of sustainability practices by tourism businesses
Font, X., Elgammal, I., & Lamond, I. (2017) · Journal of Sustainable Tourism · doi:10.1080/09669582.2016.1158829 · Cited by 295
Chamberlin, L., & Boks, C. (2018) · Sustainability · doi:10.3390/su10062070 · Cited by 110
Metadata
- Authors
- Grimmer, M., & Woolley, M.
- Venue
- Journal of Marketing Communications
- Publisher
- Informa UK Limited
- Published
- 2012-07-03
- Volume
- 20
- Issue
- 4
- Pages
- 231-250
- ISSN
- 1352-7266 (ISSN-L)
- 1466-4445
- OpenAlex
- W2088132511
- Cited by
- 180
- References
- 5
- FWCI
- 13.71
- Type
- journal article
- Language
- en
- Open access
- green
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
