What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco‐labeled products?
基于信号理论和刺激-有机体-反应模型，研究绿色广告接受度如何通过系统信任和个人信任影响消费者购买生态标签产品的意图，并发现促进焦点起调节作用。
Abstract Consumers are increasingly worried that their current consumption patterns have negative environmental impacts, which in turn shapes their green purchase intentions. Based on the signaling theory and stimulus–organism–response model, the purpose of this research is to construct a theoretical framework to understand consumer intentions to buy eco‐labeled products. Empirical results from 671 questionnaires show that as expected, green advertising receptivity positively affects intention, and the relationship between green advertising receptivity and intention is also moderated by promotion focus and mediated by system trust and personal trust. However, the relationship between green advertising receptivity and purchase intention is not moderated by prevention focus. Hence, this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel consumer suspicion and target different consumers with different green advertising and marketing campaigns to increase sales.