eCite Digital Repository
Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits
Citation
Grimmer, MR and Wooley, M, Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits, Journal of Marketing Communications, 20, (4) pp. 231-250. ISSN 1352-7266 (2014) [Refereed Article]
Copyright Statement
Copyright 2012 Taylor & Francis
DOI: doi:10.1080/13527266.2012.684065
Abstract
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 ¼ 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.
Item Details
Item Type: | Refereed Article |
---|---|
Keywords: | consumer behaviour; green policy; marketing communications; 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: | Grimmer, MR (Professor Martin Grimmer) |
ID Code: | 93268 |
Year Published: | 2014 |
Deposited By: | TSBE |
Deposited On: | 2014-07-23 |
Last Modified: | 2015-04-28 |
Downloads: | 0 |
Repository Staff Only: item control page