Green advertising appeal and consumer purchase intention

Mohd Fauzi Mh Busra, Kuan Thye Chan, Amin Ansary, Ali Ahmed

Research output: Contribution to journalArticle

2 Citations (Scopus)

Abstract

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 117 postgraduate 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.

Original languageEnglish
JournalJurnal Pengurusan
Volume47
Publication statusPublished - 1 Sep 2016

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Purchase intention
Home country
Green consumers
Green product

Keywords

  • Advertising
  • Green message
  • Home country
  • Other-benefit appeal
  • Purchase intention
  • Self-benefit appeal

ASJC Scopus subject areas

  • Business and International Management
  • Accounting
  • Business, Management and Accounting (miscellaneous)

Cite this

Green advertising appeal and consumer purchase intention. / Mh Busra, Mohd Fauzi; Chan, Kuan Thye; Ansary, Amin; Ahmed, Ali.

In: Jurnal Pengurusan, Vol. 47, 01.09.2016.

Research output: Contribution to journalArticle

Mh Busra, Mohd Fauzi ; Chan, Kuan Thye ; Ansary, Amin ; Ahmed, Ali. / Green advertising appeal and consumer purchase intention. In: Jurnal Pengurusan. 2016 ; Vol. 47.
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