Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation
In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase consumers’ willingness to recommend their brands by word of mouth in various ways. This paper mainly studies the influence of corporate environmenta...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
EDP Sciences
2023-01-01
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| Series: | E3S Web of Conferences |
| Subjects: | |
| Online Access: | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/46/e3sconf_icmsem2023_01013.pdf |
| _version_ | 1797756133290541056 |
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| author | Ku Yi Li Shan Zhao Yichen |
| author_facet | Ku Yi Li Shan Zhao Yichen |
| author_sort | Ku Yi |
| collection | DOAJ |
| description | In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase consumers’ willingness to recommend their brands by word of mouth in various ways. This paper mainly studies the influence of corporate environmental claims on consumers’ intention of word-of-mouth recommendation, and explores the roles of different advertising appeals in such process. Independent sample T-test, regression analysis, and cross-test analysis were assumed to study the differences of consumers’ word-of-mouth recommendation intention in response to different environmental claims and the mediating effect of green trust in influencing the consumers. The results showed that: consumers are more willing to recommend a brand by word-of-mouth when facing substantive environmental claims than associative environmental claims, and in this process, green trust serves as a mediator between corporate environmental claims and consumers’word-of-mouth recommendation intention; environmental advertising by green value appeal can encourage more word-of-mouth recommendation intention than environmental advertising by fear appeal. |
| first_indexed | 2024-03-12T17:57:08Z |
| format | Article |
| id | doaj.art-112170d0fec145aa99bef675fc4d2a4b |
| institution | Directory Open Access Journal |
| issn | 2267-1242 |
| language | English |
| last_indexed | 2024-03-12T17:57:08Z |
| publishDate | 2023-01-01 |
| publisher | EDP Sciences |
| record_format | Article |
| series | E3S Web of Conferences |
| spelling | doaj.art-112170d0fec145aa99bef675fc4d2a4b2023-08-02T13:21:22ZengEDP SciencesE3S Web of Conferences2267-12422023-01-014090101310.1051/e3sconf/202340901013e3sconf_icmsem2023_01013Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth RecommendationKu Yi0Li Shan1Zhao Yichen2Business School, Sichuan UniversityBusiness School, Sichuan UniversityBusiness School, Sichuan UniversityIn the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase consumers’ willingness to recommend their brands by word of mouth in various ways. This paper mainly studies the influence of corporate environmental claims on consumers’ intention of word-of-mouth recommendation, and explores the roles of different advertising appeals in such process. Independent sample T-test, regression analysis, and cross-test analysis were assumed to study the differences of consumers’ word-of-mouth recommendation intention in response to different environmental claims and the mediating effect of green trust in influencing the consumers. The results showed that: consumers are more willing to recommend a brand by word-of-mouth when facing substantive environmental claims than associative environmental claims, and in this process, green trust serves as a mediator between corporate environmental claims and consumers’word-of-mouth recommendation intention; environmental advertising by green value appeal can encourage more word-of-mouth recommendation intention than environmental advertising by fear appeal.https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/46/e3sconf_icmsem2023_01013.pdfcorporate environmentaladvertisingappealgreen trustmoderating effect |
| spellingShingle | Ku Yi Li Shan Zhao Yichen Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation E3S Web of Conferences corporate environmental advertising appeal green trust moderating effect |
| title | Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation |
| title_full | Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation |
| title_fullStr | Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation |
| title_full_unstemmed | Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation |
| title_short | Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation |
| title_sort | is it effective for companies to pretend to care for the environment research on the impact of corporate environmental claims on word of mouth recommendation |
| topic | corporate environmental advertising appeal green trust moderating effect |
| url | https://www.e3s-conferences.org/articles/e3sconf/pdf/2023/46/e3sconf_icmsem2023_01013.pdf |
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