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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 GrimmerThis 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 ConferenceEditors
ANZAMPagination
1-20ISBN
1877040819Department/School
TSBEPublisher
ANZAMPlace of publication
AdelaideEvent title
ANZAMEvent Venue
AdelaideDate of Event (Start Date)
2010-12-08Date of Event (End Date)
2010-12-10Rights statement
Copyright 2010 the AuthorsRepository Status
- Restricted