The Impact of Green Advertising on Consumer Purchase Intention of Green Products

au.link.externalLink	[Full Text] (https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2182906)
dc.contributor.author	Bing, Zhu
dc.date.accessioned	2018-05-31T06:13:31Z
dc.date.available	2018-05-31T06:13:31Z
dc.date.issued	2012-12
dc.description.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.	en_US
dc.format.extent	9 pages	en_US
dc.format.mimetype	application/pdf	en_US
dc.identifier.citation	Proceedings of the World Business and Economics Research Conference 2012, Auckland, New Zealand, December 10-11, 2012, 1-9	en_US
dc.identifier.uri	https://repository.au.edu/handle/6623004553/20963
dc.language.iso	eng	en_US
dc.rights.holder	Bing, Zhu	en_US
dc.subject	Attitude towards green advertising	en_US
dc.subject	Credibility of claim	en_US
dc.subject	Purchase intention	en_US
dc.title	The Impact of Green Advertising on Consumer Purchase Intention of Green Products	en_US
dc.type	Text	en_US
mods.genre	Proceeding Paper	en_US

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