Green Eco-Seals and Advertising Persuasion
研究消费者环保关注度和品牌熟悉度如何影响绿色生态印章的说服效果，实验发现不同消费者对生态印章的感知因品牌熟悉度、印章来源和广告诉求而异，对绿色营销策略有启示。
Abstract Abstract Although advertisers present assurance or certification cues to burnish their "green" credentials, the impact of such "eco-seals" on persuasion is not well understood. We examine consumer characteristics (environmental concern and brand familiarity) and advertiser-controlled characteristics (the seal and advertising appeal) to understand conditions under which eco-seals are more or less persuasive, including effects on attitudes and intentions. Based on the Persuasion Knowledge Model (PKM), we hypothesize and present experimental results showing that consumers with high versus low environmental concern perceive eco-seals differently, depending on brand familiarity, eco-seal source, and ad appeal. Our findings have theoretical and practical implications for green marketing strategy and messaging.