Purpose

The purpose of this study is to add a reliable factor that can contribute theoretically and methodologically to explain prosocial and proself behaviors. The study also signifies that green advertising approaches enable the consumer to develop an intention for green purchases. The basic idea is to investigate consumer social orientations and align them with green advertising initiatives to elicit the desired response as green purchase to manifest environmentally conscious behavior.

Design/methodology/approach

The empirical analysis is based on data collection through questionnaires. Data is analyzed through structural equation modeling to assess the relationship of constructs.

Findings

The results of the study are empirically drawn through the measurement of relationships among consumer skepticism and the effectiveness of green advertising initiatives. Mediation of proself and prosocial orientation exists for public self-awareness but does not exist for benefit distance. Consumer skepticism moderates the relationship between prosocial orientation and green advertising effectiveness (GAE) but has no moderation between proself orientation and GAE.

Originality/value

The limitation of conventional prosocial theory does not explain the environmental behaviors driven by proself orientations. Hence, the addition of factors such as public awareness and social benefit distance coupled with signaling theory with foundations on theory of planned behavior and norm activation model to explain environmental conservation add an element of originality to the existing literature.

Contribution to Impact

The contribution of this study is the incorporation of social orientations as the antecedent for consumer behavior in an environmental context particularly as a response to green advertising initiatives to purchase green products. The use of theory of planned behavior in conjunction with the norm activation model and signaling theory adds to the literary bank.

中文翻译：

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消费者怀疑对社会价值取向与绿色广告效果的调节作用实证分析

目的

本研究的目的是增加一个可靠的因素，可以在理论上和方法上有助于解释亲社会和亲自我行为。该研究还表明，绿色广告方法使消费者能够产生绿色购买的意图。其基本思想是调查消费者的社会取向，并将其与绿色广告举措相结合，以引起期望的反应，如绿色购买以体现环保意识行为。

设计/方法/方法

实证分析基于通过问卷收集的数据。通过结构方程模型分析数据以评估构念之间的关系。

发现

该研究的结果是通过衡量消费者怀疑与绿色广告举措的有效性之间的关系而得出的经验性结论。亲自我和亲社会取向的中介存在于公众自我意识中，但不存在于利益距离。消费者怀疑在亲社会导向和绿色广告效果 (GAE) 之间起到调节作用，但在自我导向和 GAE 之间没有调节作用。

原创性/价值

传统亲社会理论的局限性并不能解释由自我取向驱动的环境行为。因此，加入公众意识和社会利益距离等因素，加上以计划行为理论和规范激活模型为基础的信号理论来解释环境保护，为现有文献增添了独创性的元素。

对影响的贡献

本研究的贡献是将社会取向作为环境背景下消费者行为的前因，特别是作为对购买绿色产品的绿色广告举措的回应。计划行为理论与规范激活模型和信号理论相结合的使用增加了文学库。