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Consumer attitudes towards green marketing messages: Environmental versus personal benefits

conference contribution
posted on 2023-05-23, 05:02 authored by Woolley, M, Martin GrimmerMartin Grimmer
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.

History

Publication title

Proceedings of the 24th ANZAM Conference

Editors

ANZAM

Pagination

1-20

ISBN

1877040819

Department/School

TSBE

Publisher

ANZAM

Place of publication

Adelaide

Event title

ANZAM

Event Venue

Adelaide

Date of Event (Start Date)

2010-12-08

Date of Event (End Date)

2010-12-10

Rights statement

Copyright 2010 the Authors

Repository Status

  • Restricted

Socio-economic Objectives

Marketing

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    University Of Tasmania

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