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论文编号：	15391
作者编号：	2120233714
上传时间：	2025/6/9 21:52:37
中文题目：	异质型绿色广告诉求对消费者绿色产品购买意愿的影响研究
英文题目：	Research on the Impact of Heterogeneous Green Advertising Appeals on Consumers'' Willingness to Purchase Green Products
指导老师：	申光龙
中文关键字：	绿色广告诉求；绿色购买意愿；绿色感知价值；自我建构；环境卷入度
英文关键字：	Green advertising appeals; Green purchase intentions; Green perceived value; Self-Construal; Environmental involvement
中文摘要：	企业绿色创新与消费者的绿色消费是可持续发展理念的双重驱动力。然而，当前绿色产品市场面临着价格偏高、品类单一以及环保特性不显著等现实挑战，导致消费者的购买意愿普遍偏低。如何有效引导消费者转变消费观念，已成为营销领域亟待解决的重要课题。在此背景下，企业纷纷采用绿色广告作为沟通手段，通过突显产品环保优势来吸引消费者关注。目前主流的绿色广告诉求策略可分为两种：一种是以社会利益为导向的利他型诉求，着重展现产品对生态环境和社会发展的积极影响；另一种是以个人利益为核心的利己型诉求，重点强调产品能为消费者带来的具体益处。基于此，本研究旨在探讨不同类型的绿色广告诉求对消费者购买决策的差异化影响，并深入分析其背后的作用机理。 本研究基于绿色营销理论，将绿色广告诉求划分为利他型和利己型两类自变量，系统考察其对消费者绿色消费意愿的差异化影响。研究整合S-O-R理论和精细加工可能性模型的理论框架，构建了一个包含中介机制和调节效应的理论模型。其中，绿色感知价值被设定为中介变量，而消费者个体特征（包括自我建构类型和环境卷入程度）则作为调节变量。通过三项调研研究，本研究发现：首先，相较于利他型诉求，利己型绿色广告更能有效提升消费者的绿色产品购买意愿。其次，绿色感知价值在广告诉求与购买意愿之间起到关键的中介作用。此外，消费者的自我建构类型调节了广告效果——独立型自我建构者更倾向于响应利己型诉求，而互依型自我建构者则更易受利他型诉求影响。最后，环境卷入度同样发挥调节作用：高环境卷入度的消费者对利他型诉求反应更强，而低卷入度消费者则更受利己型诉求驱动。 总之，本研究通过聚焦绿色广告诉求的差异化影响，为消费者绿色消费行为研究提供了新的理论视角，有助于更好地理解绿色广告诉求对不同消费者群体的具体影响。其次，本研究为企业制定精准绿色营销策略提供了理论依据和实践启示。本研究给企业差异化绿色营销提出的建议包括关注与消费者自身利益相关的产品属性、关注消费者绿色感知价值、针对消费者类别的不同采取差异化绿色营销战略等。
英文摘要：	Green innovation by enterprises and green consumption by consumers are the dual driving forces of the concept of sustainable development. However, the current market for green products is faced with the challenges of high prices, single category, and insignificant environmental characteristics, resulting in a generally low willingness to buy. How to effectively guide consumers to change the concept of consumption has become an important issue in the field of marketing. In this context, companies have adopted green advertising as a means of communication, by highlighting the environmental advantages of products to attract consumer attention. Currently, the mainstream green advertising appeal strategies can be divided into two types: one is altruistic appeal oriented to social interests, which focuses on the positive impact of products on the ecological environment and social development; the other is self-interested appeal centered on personal interests, which focuses on the specific benefits that products can bring to consumers. Based on this, this study aims to explore the differential impact of different types of green advertising appeals on consumers' purchasing decisions and analyze the underlying mechanisms. Based on the green marketing theory, this study divides green advertising appeals into altruistic (emphasizing social and environmental benefits) and self-interested (highlighting personal benefits) independent variables, and systematically examines their differential impact on consumers' green consumption intention. The study integrates the theoretical frameworks of S-O-R theory and Fine Processing Likelihood Model, and constructs a theoretical model containing mediating mechanisms and moderating effects. Among them, green perceived value was set as the mediating variable, while individual consumer characteristics (including self-construal type and environmental involvement) served as the moderating variables. Through three experimental studies, this study found that, first, compared with altruistic appeals, self-interested green advertisements are more effective in enhancing consumers' green product purchase intention. Second, green perceived value plays a key mediating role between advertising appeals and purchase intention. In addition, consumers' self-construal types moderated the advertising effects - independent self-construals were more likely to respond to self-interested appeals, while interdependent self-construals were more likely to be influenced by altruistic appeals. Finally, environmental involvement also played a moderating role: consumers with high environmental involvement were more responsive to altruistic appeals, whereas consumers with low involvement were more driven by egoistic appeals. These findings provide a theoretical basis and practical insights for enterprises to formulate precise green marketing strategies. In conclusion, by focusing on the differential impact of green advertising appeals, this study provides a new theoretical perspective for the study of consumers' green consumption behavior and helps to better understand the specific impact of green advertising appeals on different consumer groups. Second, this study provides a theoretical basis and practical inspiration for enterprises to formulate precise green marketing strategies. The study provides suggestions for enterprises to differentiate green marketing, including focusing on product attributes related to consumers' own interests, focusing on consumers' green perceived value, and adopting differentiated green marketing strategies for different consumer categories.
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