ABSTRACT

Studies of green advertising have had mixed findings from using single and hybrid appeals to consumers’ green attitudes and behavioral intentions. However, the effects of ordering or sequencing the appeals or repeating them have scarcely been investigated. Drawing upon prospect theory, green advertising, and the theory of planned behavior, this experiment, with 160 Indonesian university student participants, found that green attitudes were better formed by appeal order than appeal repetition. In contrast, the types of appeal arrangement generated insignificant differences in buying intention between green products with lower and higher perceived difficulty. The moderating effects of perceived difficulty were significant only on green products with lower perceived difficulty. Furthermore, green attitudes mediated the impacts of appeal arrangement on the intention to buy green products with both lower and higher perceived difficulty. The findings’ theoretical and practical implications also are discussed.

摘要

对绿色广告的研究从使用单一和混合诉求对消费者的绿色态度和行为意图产生了不同的结果。然而，几乎没有调查过对上诉进行排序或排序或重复上诉的影响。本实验利用前景理论、绿色广告和计划行为理论，对 160 名印度尼西亚大学生参与者进行了实验，发现通过上诉顺序比上诉重复更能形成绿色态度。相比之下，上诉安排类型在感知难度较低和较高的绿色产品之间产生的购买意愿差异不显着。感知难度的调节作用仅对感知难度较低的绿色产品显着。此外，绿色态度在申诉安排对绿色产品购买意愿的影响中起中介作用，感知难度较低和较高。还讨论了研究结果的理论和实践意义。