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Open AccessOpen Access JUSTC Management 25 September 2023

The influence mechanism of green advertising on consumers’ intention to purchase energy-saving products: Based on the S-O-R model

  • 1.

    School of Management, University of Science and Technology of China, Hefei 230026, China

  • 2.

    School of Management, Hefei University of Technology, Hefei 230009, China

  • 3.

    School of International Economics and Management, Beijing Technology and Business University, Beijing 102488, China

Cite this:
https://doi.org/10.52396/JUSTC-2021-0015
More Information
  • Author Bio:

    Liru Li is a master’s student at the School of Management, University of Science and Technology of China. Her primary research interests include green consumption and sustainable development

    Biao Luo is currently a Professor at the School of Management, Hefei University of Technology. He received his Ph.D. degree from the University of Science and Technology of China in 2004. His research mainly focuses on consumer behavior and marketing

    Ying Sun is currently an Associate Professor at Beijing Technology and Business University. She received her Ph.D. degree from the University of Science and Technology of China in 2020. Her research mainly focuses on decision analysis and green marketing

  • Corresponding author: E-mail: suny11@btbu.edu.cn
  • Received Date: 24 January 2021
  • Accepted Date: 04 May 2021
    • Available Online: 25 September 2023
    Abstract

  • Abstract

    Energy consumption leads to an energy crisis and environmental problems. Energy-saving consumption is of great significance to reduce energy consumption. Based on the stimulus-organism-response (S-O-R) framework, this research introduces perceived value and positive emotion and constructs a model in which green advertising affects consumers’ energy-saving consumption. Meanwhile, based on congruity theory, this research explores the influence of self-image congruity. A field study was adopted, and a total of 413 questionnaires were collected. The results show that green advertising receptivity positively affects perceived value, positive emotion, and purchase intention. Self-image congruity moderates the relationship between green advertising receptivity and perceived value, but it has no moderating effect on the relationship between green advertising receptivity and positive emotion. On this basis, the contributions of this research and further research prospects are discussed.

    Graphical abstract

    Except that SIC has no significant moderating effect on the GA and positive EM, all other hypotheses are verified.

    Abstract

    Energy consumption leads to an energy crisis and environmental problems. Energy-saving consumption is of great significance to reduce energy consumption. Based on the stimulus-organism-response (S-O-R) framework, this research introduces perceived value and positive emotion and constructs a model in which green advertising affects consumers’ energy-saving consumption. Meanwhile, based on congruity theory, this research explores the influence of self-image congruity. A field study was adopted, and a total of 413 questionnaires were collected. The results show that green advertising receptivity positively affects perceived value, positive emotion, and purchase intention. Self-image congruity moderates the relationship between green advertising receptivity and perceived value, but it has no moderating effect on the relationship between green advertising receptivity and positive emotion. On this basis, the contributions of this research and further research prospects are discussed.

    • Public Summary

    • Green advertising receptivity positively affects perceived value, positive emotion, and purchase intention.
    • Self-image congruity moderates the relationship between green advertising receptivity and perceived value.
    • Self-image congruity has no moderate effect on the relationship between green advertising receptivity and positive emotion.

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    • References(75)
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    Figure  1.  The research framework of intention to purchase energy-saving products.

    [1]
    Zhang P, Shi X, Sun Y, et al. Have China’s provinces achieved their targets of energy intensity reduction? Reassessment based on nighttime lighting data. Energy Policy, 2019, 128 (5): 276–283. doi: 10.1016/j.enpol.2019.01.014
    [2]
    Wang J, Li Y, He Z, et al. Scale framing, benefit framing and their interaction effects on energy-saving behaviors: Evidence from urban residents of China. Energy Policy, 2022, 166: 113005. doi: 10.1016/j.enpol.2022.113005
    [3]
    Yue T, Long R, Chen H, et al. Energy-saving behavior of urban residents in China: A multi-agent simulation. Journal of Cleaner Production, 2020, 252 (4): 119623. doi: 10.1016/j.jclepro.2019.119623
    [4]
    Appiah M O. Investigating the multivariate Granger causality between energy consumption, economic growth and CO2 emissions in Ghana. Energy Policy, 2018, 112 (1): 198–208. doi: 10.1016/j.enpol.2017.10.017
    [5]
    Zhang Y, Xiao C, Zhou G. Willingness to pay a price premium for energy-saving appliances: Role of perceived value and energy efficiency labeling. Journal of Cleaner Production, 2020, 242 (1): 118555. doi: 10.1016/j.jclepro.2019.118555
    [6]
    Wang S, Lin S, Li J. Exploring the effects of non-cognitive and emotional factors on household electricity saving behavior. Energy Policy, 2018, 115 (1): 171–180. doi: 10.1016/j.enpol.2018.01.012
    [7]
    Wong C W Y, Lai K H, Shang K C, et al. Uncovering the value of green advertising for environmental management practices. Business Strategy and the Environment, 2014, 23 (2): 117–130. doi: 10.1002/bse.1776
    [8]
    Sun Y, Luo B, Wang S, et al. What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 2020, 30 (1): 694–704. doi: 10.1002/bse.2648
    [9]
    D’souza C, Taghian M. Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 2005, 17 (4): 51–66. doi: 10.1108/13555850510672386
    [10]
    Gao L, Wang S, Li J, et al. Application of the extended theory of planned behavior to understand individual’s energy saving behavior in workplaces. Resources Conservation and Recycling, 2017, 127 (12): 107–113. doi: 10.1016/j.resconrec.2017.08.030
    [11]
    Miller B, Sinclair J. Community stakeholder responses to advocacy advertising. Journal of Advertising, 2009, 38 (2): 37–52. doi: 10.2753/joa0091-3367380203
    [12]
    Matthes J, Wonneberger A, Schmuck D. Consumers’ green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 2014, 67 (9): 1885–1893. doi: 10.1016/j.jbusres.2013.11.054
    [13]
    Nyilasy G, Gangadharbatla H, Paladino A. Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 2014, 125 (4): 693–707. doi: 10.1007/s10551-013-1944-3
    [14]
    Davis J J. Strategies for environmental advertising. Journal of Consumer Marketing, 1993, 10 (2): 19–36. doi: 10.1108/07363769310039102
    [15]
    Kao T F, Du Y Z. A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production, 2020, 242 (1): 118294. doi: 10.1016/j.jclepro.2019.118294
    [16]
    Ajzen I. The theory of planned behaviour: Reactions and reflections. Psychology & Health, 2011, 26 (9): 1113–1127. doi: 10.1080/08870446.2011.613995
    [17]
    Buck R, Anderson E, Chaudhuri A, et al. Emotion and reason in persuasion: Applying the ARI model and the CASC Scale. Journal of Business Research, 2004, 57 (6): 647–656. doi: 10.1016/s0148-2963(02)00308-9
    [18]
    Hartmann P, Apaolaza-ibáñez V. Green advertising revisited: Conditioning virtual nature experiences. International Journal of Advertising, 2009, 28 (4): 715–739. doi: 10.2501/s0265048709200837
    [19]
    Osgood C E, Tannenbaum P H. The principle of congruity in the prediction of attitude change. Psychological Review, 1955, 62 (1): 42–55. doi: 10.1037/h0048153
    [20]
    Li S, Wei M, Qiu H, et al. How does self-image congruity affect tourists’ environmentally responsible behavior? Journal of Sustainable Tourism, 2020, 28 (12): 2156–2174. doi: 10.1080/09669582.2020.1800717
    [21]
    Sirgy M J. Self-congruity: Toward a Theory of Personality and Cybernetics. Westport, CT: Praeger Publishers, 1986.
    [22]
    Vroom V H. Leadership and the decision-making process. Organizational Dynamics, 2000, 28 (4): 82–94. doi: 10.1016/s0090-2616(00)00003-6
    [23]
    Bamberg S. How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 2003, 23 (1): 21–32. doi: 10.1016/s0272-4944(02)00078-6
    [24]
    Baker T L, Chari S, Daryanto A, et al. Discount venture brands: Self-congruity and perceived value-for-money? Journal of Business Research, 2020, 116 (8): 412–419. doi: 10.1016/j.jbusres.2019.07.026
    [25]
    Batra R, Ray M L. Affective responses mediating acceptance of advertising. Journal of Consumer Research, 1986, 13 (2): 234–249. doi: 10.1086/209063
    [26]
    Yang D, Lu Y, Zhu W, et al. Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research, 2015, 68 (12): 2663–2675. doi: 10.1016/j.jbusres.2015.04.004
    [27]
    Shi H, Fan J, Zhao D. Predicting household PM2.5-reduction behavior in Chinese urban areas: An integrative model of Theory of Planned Behavior and Norm Activation Theory. Journal of Cleaner Production, 2017, 145 (3): 64–73. doi: 10.1016/j.jclepro.2016.12.169
    [28]
    Yoon D, Kim Y K. Effects of self-congruity and source credibility on consumer responses to coffeehouse advertising. Journal of Hospitality Marketing & Management, 2016, 25 (2): 167–196. doi: 10.1080/19368623.2014.1001932
    [29]
    Kumar A, Prakash G, Kumar G. Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 2021, 58 (1): 102270. doi: 10.1016/j.jretconser.2020.102270
    [30]
    Ruangkanjanases A, You J-J, Chien S-W, et al. Elucidating the effect of antecedents on consumers’ green purchase intention: An extension of the theory of planned behavior. Frontiers in Psychology, 2020, 11 (7): 1433. doi: 10.3389/fpsyg.2020.01433
    [31]
    Banerjee S, Gulas C S, Iyer E. Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 1995, 24 (2): 21–31. doi: 10.1080/00913367.1995.10673473
    [32]
    Luo B, Sun Y, Shen J, et al. How does green advertising skepticism on social media affect consumer intention to purchase green products? Journal of Consumer Behaviour, 2020, 19 (4): 371–381. doi: 10.1002/cb.1818
    [33]
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