“利他”还是“利己”?绿色产品的诉求方式对消费者购买意愿的影响研究  

“Altruism” or “Egoism”? Effects of AD. Appeals of Green Products on Purchase Intention

作　　者：熊小明[1,2] 黄静[1] 郭昱琅 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072 [2]江西师范大学商学院,江西南昌330022

出　　处：《生态经济》2015年第6期103-107,共5页Ecological Economy

基　　金：国家自然科学基金项目(71172207);中央高校基本科研业务费专项资金资助项目(2013105010209)

摘　　要：如何激发消费者的绿色消费意识已成为企业实现绿色经济的重大挑战。基于自我概念和印象管理理论,以绿色产品诉求方式为切入点,探究绿色产品的诉求方式对消费者购买意愿的影响。通过两个实验研究发现,绿色产品采用不同的诉求策略以及消费者所处的购买情景对其购买意愿的影响存在显著性差异。实验1发现,相比利他诉求,绿色产品采用利己诉求的广告方式能更加有效地提升消费者的购买意愿。实验2发现,当消费者处在群体情景下购买绿色产品时,与利己诉求相比,利他诉求的广告方式对其购买意愿的影响更大。当消费者处在独立的个人情景下购买绿色产品时,与利他诉求相比,利己诉求的广告方式对消费者购买意愿的影响更为积极。How to stimulate consumers＇ green consumption consciousness has become a big challenge to implement green economy. Based on the theory of self-concept and impression management this study took green product appeals as the breakthrough point, and explored the effects of green product advertising appeals on consumer purchase intention. Two experimental studies have found that green products with different appeals had different purchase intentions. Experiment 1 found that compared with altruism appeal, egoism appeal can have much more positive effects on purchase intention. Experiment 2 found that when consumers buy green products in a group context, compared with egoism appeal, altruistic appeal advertising will have much more positive effects on their purchase intention. And when consumers buy green products in a private context, compared with altruistic appeal, egoism appeal advertising will have much more positive effects on their purchase intention.

关 键 词：绿色产品 诉求方式 利他 利己 购买意愿 

分 类 号：F713.8[经济管理—广告] F062.2[经济管理—产业经济]