The research on consumers attitude to green ad appeal strategy----the empirical study from the perspective of attribution theory
Previous studies suggested that 95% of Chinese consumers had come across green advertisements and they reacted well to those ads. This paper based on attribution theory investigates the effect of green ad appeal strategy (ad types and green appeal strength) to consumers attribution and attitude by the format of 2*2 experimental designs. The consequence indicates that consumers attribution can load on two independent factors, altruistic and selfserving motives. Secondly, the ad type has no effects on consumers attribution but has effects on consumers attitude. Thirdly, strong green appeal will generate consumers altruistic attribution and more favorable attitude. Besides, consumers attribution has positive relationship with consumers attitude.
Xin Dai Meixin Jing Jianghua Mao Kim-Shyan Fam
School of Management, Huazhong University of Science and Technology Wuhan, China School of Marketing & International Business Victoria University Wellington, New Zealand
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-5
2011-08-12(万方平台首次上网日期,不代表论文的发表时间)