Green advertising appeal and consumer purchase intention
This study investigates the influences of various types of green message (self-benefit and other-benefit appeals) on consumers’ green purchase intentions among Malaysians and Iranians. In particular, this study examines whether the type of appeal affects consumers’ purchase intentions differently, a...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Penerbit Universiti Kebangsaan Malaysia
2016
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| Online Access: | http://journalarticle.ukm.my/10818/1/11598-48423-1-PB.pdf |
| _version_ | 1796931315346440192 |
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| author | Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed, |
| author_facet | Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed, |
| author_sort | Tih, Siohong |
| collection | UKM |
| description | This study investigates the influences of various types of green message (self-benefit and other-benefit appeals) on consumers’ green purchase intentions among Malaysians and Iranians. In particular, this study examines whether the type of appeal affects consumers’ purchase intentions differently, and whether this effect is moderated by the consumer’s home country. A sample of 117postgraduate students was exposed to one of two printed hypothetical green messages promoting either self-benefit or other-benefit appeals. The results reveal that other-benefit appeal influences purchase intentions more than self-benefit appeal. Furthermore, green product purchase intention among Malaysian postgraduate participants is higher as compared to that of the Iranians. However, home country does not moderate the relationship between appeal type and purchase intentions. Both theoretical and practical contributions are discussed. |
| first_indexed | 2024-03-06T04:16:11Z |
| format | Article |
| id | ukm.eprints-10818 |
| institution | Universiti Kebangsaan Malaysia |
| language | English |
| last_indexed | 2024-03-06T04:16:11Z |
| publishDate | 2016 |
| publisher | Penerbit Universiti Kebangsaan Malaysia |
| record_format | dspace |
| spelling | ukm.eprints-108182017-10-11T07:30:59Z http://journalarticle.ukm.my/10818/ Green advertising appeal and consumer purchase intention Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed, This study investigates the influences of various types of green message (self-benefit and other-benefit appeals) on consumers’ green purchase intentions among Malaysians and Iranians. In particular, this study examines whether the type of appeal affects consumers’ purchase intentions differently, and whether this effect is moderated by the consumer’s home country. A sample of 117postgraduate students was exposed to one of two printed hypothetical green messages promoting either self-benefit or other-benefit appeals. The results reveal that other-benefit appeal influences purchase intentions more than self-benefit appeal. Furthermore, green product purchase intention among Malaysian postgraduate participants is higher as compared to that of the Iranians. However, home country does not moderate the relationship between appeal type and purchase intentions. Both theoretical and practical contributions are discussed. Penerbit Universiti Kebangsaan Malaysia 2016 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10818/1/11598-48423-1-PB.pdf Tih, Siohong and Chan, Kuan-Thye and Amin Ansary, and Ali Ahmed, (2016) Green advertising appeal and consumer purchase intention. Jurnal Pengurusan, 47 . pp. 157-168. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/856 |
| spellingShingle | Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed, Green advertising appeal and consumer purchase intention |
| title | Green advertising appeal and consumer purchase intention |
| title_full | Green advertising appeal and consumer purchase intention |
| title_fullStr | Green advertising appeal and consumer purchase intention |
| title_full_unstemmed | Green advertising appeal and consumer purchase intention |
| title_short | Green advertising appeal and consumer purchase intention |
| title_sort | green advertising appeal and consumer purchase intention |
| url | http://journalarticle.ukm.my/10818/1/11598-48423-1-PB.pdf |
| work_keys_str_mv | AT tihsiohong greenadvertisingappealandconsumerpurchaseintention AT chankuanthye greenadvertisingappealandconsumerpurchaseintention AT aminansary greenadvertisingappealandconsumerpurchaseintention AT aliahmed greenadvertisingappealandconsumerpurchaseintention |