The Impact of Green Advertising on Consumer Purchase Intention of Green Products

9 Pages Posted: 30 Nov 2012

See all articles by Bing Zhu

Bing Zhu

Assumption University - Department of Marketing

Date Written: October 25, 2012

Abstract

Chinese advertising industry has dramatically developed as consumers’ concerns over the impact of environmental degradation on their lives and interests increase, which results in a significant sale of green products. This study aims to explore how green advertising affect consumers purchase intention of green products. The data were collected from 313 consumers in Shanghai, China. The research findings reveal that credibility of claim (β=0.847, p<0.001) and consumer attitude toward green advertising (β=0.65 p<0.05) significantly influence consumer purchase intention of green products.

Suggested Citation

Zhu, Bing, The Impact of Green Advertising on Consumer Purchase Intention of Green Products (October 25, 2012). Proceedings of World Business and Economics Research Conference 2012, Available at SSRN: https://ssrn.com/abstract=2182906 or http://dx.doi.org/10.2139/ssrn.2182906

Bing Zhu (Contact Author)

Assumption University - Department of Marketing ( email )

592/3 Ramkhamhaeng 24
Hua Mak
Bangkapi, Bangkok 10240
Thailand

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