File(s) under permanent embargo
Green marketing messages and consumers' purchase intentions: Promoting personal versus environmental benefits
journal contribution
posted on 2023-05-18, 02:12 authored by Martin GrimmerMartin Grimmer, Wooley, MThis 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.
History
Publication title
Journal of Marketing CommunicationsVolume
20Issue
4Pagination
231-250ISSN
1352-7266Department/School
College Office - College of Business and EconomicsPublisher
Routledge Taylor & Francis LtdPlace of publication
4 Park Square, Milton Park, Abingdon, England, Oxfordshire, Ox14 4RnRights statement
Copyright 2012 Taylor & FrancisRepository Status
- Restricted