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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 Type:	Refereed Conference Paper
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