Green advertising appeal and consumer purchase intention

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, a...

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Main Authors:	Tih, Siohong, Chan, Kuan-Thye, Amin Ansary, Ali Ahmed
Format:	Article
Language:	English
Published:	Penerbit Universiti Kebangsaan Malaysia 2016
Online Access:	http://journalarticle.ukm.my/10818/ http://journalarticle.ukm.my/10818/ http://journalarticle.ukm.my/10818/1/11598-48423-1-PB.pdf

id	ukm-10818
recordtype	eprints
spelling	ukm-108182017-10-11T07:30:59Z http://journalarticle.ukm.my/10818/ Green advertising appeal and consumer purchase intention Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed, 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 117postgraduate 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. Penerbit Universiti Kebangsaan Malaysia 2016 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/10818/1/11598-48423-1-PB.pdf Tih, Siohong and Chan, Kuan-Thye and Amin Ansary, and Ali Ahmed, (2016) Green advertising appeal and consumer purchase intention. Jurnal Pengurusan, 47 . pp. 157-168. ISSN 0127-2713 http://ejournal.ukm.my/pengurusan/issue/view/856
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Kebangasaan Malaysia
building	UKM Institutional Repository
collection	Online Access
language	English
description	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 117postgraduate 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.
format	Article
author	Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed,
spellingShingle	Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed, Green advertising appeal and consumer purchase intention
author_facet	Tih, Siohong Chan, Kuan-Thye Amin Ansary, Ali Ahmed,
author_sort	Tih, Siohong
title	Green advertising appeal and consumer purchase intention
title_short	Green advertising appeal and consumer purchase intention
title_full	Green advertising appeal and consumer purchase intention
title_fullStr	Green advertising appeal and consumer purchase intention
title_full_unstemmed	Green advertising appeal and consumer purchase intention
title_sort	green advertising appeal and consumer purchase intention
publisher	Penerbit Universiti Kebangsaan Malaysia
publishDate	2016
url	http://journalarticle.ukm.my/10818/ http://journalarticle.ukm.my/10818/ http://journalarticle.ukm.my/10818/1/11598-48423-1-PB.pdf
first_indexed	2023-09-18T19:58:30Z
last_indexed	2023-09-18T19:58:30Z
_version_	1777406690870689792

Green advertising appeal and consumer purchase intention

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