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Consumer attitudes towards green marketing messages: Environmental versus personal benefits
Citation
Woolley, M and Grimmer, M, Consumer attitudes towards green marketing messages: Environmental versus personal benefits, Proceedings of the 24th ANZAM Conference, December 8-10, 2010, Adelaide, pp. 1-20. ISBN 1877040819 (2010) [Refereed Conference Paper]
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Copyright Statement
Copyright 2010 the Authors
Official URL: http://www.anzam.org/
Abstract
This study examined whether consumers’ purchase intentions were influenced by the type of green
marketing communications message they were exposed to, and whether this effect was moderated by their
level of green attitude. A sample of university students (N=171) were shown an ad stimulus promoting a
neutral benefit, a personal benefit or a generic environmental benefit to environmental purchase
behaviour. Participants’ purchase intention was measured along with their level of green attitude. Results
showed that the level of environmental affect felt by participants moderated the effect of the ad stimuli.
The findings demonstrate that purchase intention for green products is affected by consumers’ affect
towards the environment; marketers of green products could therefore appeal to the emotionality of
consumers.
Item Details
Item Type: | Refereed Conference Paper |
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Keywords: | consumer behaviour, Green policy, social marketing, advertising effectiveness |
Research Division: | Commerce, Management, Tourism and Services |
Research Group: | Marketing |
Research Field: | Marketing communications |
Objective Division: | Economic Framework |
Objective Group: | Management and productivity |
Objective Field: | Marketing |
UTAS Author: | Woolley, M (Miss Meghann Woolley) |
UTAS Author: | Grimmer, M (Professor Martin Grimmer) |
ID Code: | 66202 |
Year Published: | 2010 |
Deposited By: | Management |
Deposited On: | 2011-01-07 |
Last Modified: | 2014-12-02 |
Downloads: | 8 View Download Statistics |
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