The Impact of Green Advertising on Consumer Purchase Intention of Green Products
by Bing, Zhu
Title: | The Impact of Green Advertising on Consumer Purchase Intention of Green Products |
Author(s): | Bing, Zhu |
Issued date: | 2012-12 |
Citation: | Proceedings of the World Business and Economics Research Conference 2012, Auckland, New Zealand, December 10-11, 2012, 1-9 |
Abstract: |
Chinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research findings reveal that credibility of claim (β=0.847, p<0.001) and consumer attitude toward green advertising (β=0.65 p<0.05) significantly influence consumer purchase intention of green products. |
Keyword(s): | Attitude towards green advertising
Credibility of claim Purchase intention |
Resource type: | Proceeding Paper |
Extent: | 9 pages |
Type: | Text |
File type: | application/pdf |
Language: | eng |
Rights holder(s): | Bing, Zhu |
URI: | http://repository.au.edu/handle/6623004553/20963 |
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