Journal
JOURNAL OF INTERNATIONAL CONSUMER MARKETING
Volume 27, Issue 2, Pages 152-166Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/08961530.2014.974118
Keywords
China; collectivistic appeal; green advertising; message framing
Categories
Ask authors/readers for more resources
This study examined the effects of message framing (positive vs. negative) and appeal types (individualistic vs. collectivistic) in green advertising on Chinese consumers' attitude toward the ad, attitude toward the brand, green trust (trust of green messages), and purchase intention. It was found that negative frames and collectivistic appeal generated more favorable advertising and brand attitude and a higher level of green trust and purchase intention. Interaction effects suggested that, for ads with collectivistic appeals, there was no significant difference in terms of message framing. However, when individualistic appeals were used, ads with negative message frames generated more favorable responses than ads with positive frames.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available