绿色逆营销广告诉求和品牌拟人化对消费者广告态度的影响机制研究  

The Influence of Green De-marketing Advertising Appeals and Brand Anthropomorphism on Consumer Attitudes Towards Advertising

作　　者：黄玉波[1,2] 李梦瑶 林嘉玲 Huang Yubo;Li Mengyao;Lin Jialing(Shenzhen University)

机构地区：[1]深圳大学传播学院,广东深圳518060 [2]深圳大学传媒与文化发展研究中心,广东深圳518060

出　　处：《新闻与传播评论》2024年第5期92-106,共15页Journalism & Communication Review

基　　金：国家社会科学基金一般项目(20BXW122);深圳市哲学社会科学规划课题(SZ2024D009)。

摘　　要：为解决因过度消费而产生的环境和健康问题,一种新的营销方式“绿色逆营销”得到市场青睐。绿色逆营销的核心在于“控制、减少消费需求”。研究运用实验法验证了绿色逆营销广告较之于一般绿色营销广告能带来更积极的广告态度。与消费者对一般绿色营销广告的惯性认知不同,研究揭示了绿色逆营销广告通过影响消费者的环保价值动机归因,强化了绿色品牌真实性感知,进而提升消费者的广告态度。此外,研究还发现绿色广告诉求类型与品牌拟人化形象类型的交互作用。绿色逆营销广告呈现利他性,能够产生温情效应,当使用绿色逆营销广告时,温情型拟人化形象更能强化品牌真实性感知;而绿色营销广告更强调产品的功能属性,能力型拟人化形象更具说服力。研究成果揭示了企业可以在不同情境下利用品牌拟人化策略制定更合适的营销方案,这为企业如何塑造值得消费者信赖的绿色品牌提供了有益的指导和参考。With the exponential growth in production and supply capacities,total consumption among individuals continues to rise steadily.However,over-consumption poses significant environmental challenges,such as heightened carbon emissions stemming from food production,as well as serious health issues,including obesity resulting from excessive intake.To address the environmental and health ramifications associated with excessive consumption,a novel marketing approach known as“green de-marketing”has garnered attention among marketers.The core of“green de-marketing”is to“control and reduce consumer demand”.Although reducing consumer demand aligns with environmental trends,there is limited research on the effectiveness of green de-marketing advertising appeals.Therefore,this study aims to examine the following questions.First,can green de-marketing advertising elicit more positive advertising attitudes compared to green marketing advertisements?Second,what are the underlying mechanisms driving this effect?This paper employs an experimental methodology to validate the hypothesized model and provide theoretical elucidation.Study 1 has found that the information conveyed by green de-marketing advertisements is different from consumers'habitual cognition of ordinary green marketing advertisements.Green de-marketing advertising enhances consumers'perception of the green brand authenticity by promoting their environmental values-driven,thereby enhancing their positive advertising attitude.In addition,study 2 has found that the green de-marketing advertising show altruistic benefits and can produce warm glow effect.Through experiment(Green Marketing vs.Green De-marketing)×(Passionate Anthropomorphic Image vs.Power Anthropomorphic Image),this paper discovered the interactive relationship between green advertising appeal type and anthropomorphic image type.Brand anthropomorphism can bring better communication effects.When using green demarketing advertisement to market attractiveness,a warm image can better enhance the c

关 键 词：绿色逆营销 品牌拟人化 环保价值动机归因 绿色品牌真实性 广告态度 

分 类 号：F713.8[经济管理—广告]