Green Advertising Appeal and Consumer Purchase Intention

Siohong Tih, Kuan-Thye Chan, Amin Ansary, Ali Ahmed

Abstract


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.

Keywords: Advertising; green message; self-benefit appeal; other-benefit appeal; home country; purchase intention

ABSTRAK

Kajian ini mengkaji pengaruh jenis mesej hijau (rayuan manfaat-diri and rayuan manfaat-lain) kepada niat pembelian produk hijau di kalangan pengguna Malaysia dan Iran. Khususnya, kajian ini meneliti sama ada jenis rayuan memberi kesan yang berlainan kepada niat pembelian pengguna, dan sama ada kesan ini dipengaruhi oleh faktor negara asal seseorang pengguna. Sampel kajian terdiri daripada 117 pelajar pasca siswazah yang didedahkan kepada salah satu daripada dua cetakan mesej hijau hipotetikal yang menonjolkan rayuan sama ada manfaat-diri atau manfaat-lain. Keputusan menunjukkan bahawa pengaruh rayuan manfaat-lain memberi kesan yang lebih ketara berbanding dengan rayuan manfaat-diri. Tambahan pula, niat pembelian produk hijau di kalangan peserta pasca siswazah Malaysia adalah lebih tinggi berbanding Iran. Walau bagaimanapun, faktor negara asal tidak mempengaruhi hubungan antara jenis rayuan dan niat pembelian. Kedua-dua sumbangan teori dan praktikal juga turut dibincangkan.

Kata kunci: Pengiklanan; mesej hijau; rayuan manfaat-diri; rayuan manfaat-lain; negara asal; niat pembelian


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