친환경 제품 속성의 편익유형과 광고소구가 구매의도에 미치는 영향

초록

Purpose: In light of the importance of environment-friendly marketing, the ecological damage, the awareness about the coexistence of humans and the natural environment are significantly realized. This study begins with the idea of environment-friendly consumption, which further uncovers the characteristics of environment-friendly commercials, and the effect on consumers' purchase intentions. Composition/Logic: This study uses a 2x2 groups experimental design with a number of scenarios. A valid 480 sample population in China, ages from 20s to 50s were investigated. The effect of study variables on the dependent variable is investigated, variables were composed of a 7-point Likert scale. Accordingly, hypotheses are verified using simple regression analysis, SPSS Process Model No. 4. 1. Findings: According to study findings, when the environment-friendly product attribute emphasized the self-benefit, the customer's purchase intention was increased through the trust and perceived value was mediated by concrete appeal. However, when the environment-friendly product attribute emphasized the other’s benefit, the customer's purchase intention was increased through the trust and perceived value was mediated by abstract appeal. It was proved that the effect of concrete appeal on trust and perceived value were weakened when the price sensitivity emphasized self-benefit. Finally, when self-benefit and concrete appeal were emphasized, the moderating effect of consumer innovativeness on trust and perceived value were statistically significant. In the case of emphasizing the other’s benefit, the moderating effect of consumer innovativeness on perceived value was statistically significant for consumer innovativeness, However, the moderating effect of consumer innovativeness, on advertising appeal type and trust was not statistically significant. Originality/Value: This study can provide academic significance and draw implications of the effect of environment-friendly products on customers' purchase intentions. It presents practical implications for building environment-friendly product marketing and can serve as a foundation for market development and expansion of such product

키워드