了解广告中的道德主张如何影响购买道德产品的主观矛盾心理

IF 3.7 3区 管理学 Q2 BUSINESS
Jean-François Toti, Andrea Milena Sánchez Romero
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引用次数: 0

摘要

目的研究主观矛盾心理对道德消费行为的影响,以及道德要求在减少购买道德产品的矛盾心理中的作用。设计/方法/方法作者进行了两项研究。在研究1中,作者对230名法国消费者进行了在线调查。本文运用结构方程模型和Amos模型对怀疑主义、矛盾心理与伦理消费行为之间的关系进行了检验。研究2是一项实验设计,其中作者操纵了广告中的道德主张(低-很少道德论点vs高-许多道德论点)(176名法国小组成员)。作者测试了消费者道德敏感性、感知品牌道德、怀疑、矛盾心理和购买道德产品意愿之间的关系,这取决于广告中的道德主张。研究结果1表明,对道德产品广告的怀疑放大了矛盾心理,而这种矛盾心理降低了消费者采取道德消费行为的意愿。研究2表明,道德产品广告中的强烈主张减少了消费者对道德产品广告的怀疑态度,并通过感知品牌道德降低了消费者对购买道德产品的矛盾心理,消费者的道德敏感性正调节了这些关系。这两项研究只探讨了一种形式的矛盾心理(即主观的),实验研究侧重于单一类别的产品。实际意义研究结果强调了推广道德产品的困难。消费者需要知道一个产品是否“真正”合乎道德,因为他们可能对这个产品感到矛盾。本文表明,道德产品广告中强有力的道德主张有助于克服这一障碍。原创性/价值基于归因理论和说服模型,本研究揭示了广告中的伦理主张如何影响消费者的矛盾心理,从而对消费者的伦理消费意愿产生负向影响。此外,本文还采用整体性的方法研究道德消费行为,探讨消费者的矛盾心理。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Understanding how ethical claims in advertising affect subjective ambivalence toward buying ethical products

Purpose

The purpose of this paper is to examine the effect of subjective ambivalence on ethical consumption behaviors and the role of ethical claims in reducing feelings of ambivalence toward buying ethical products.

Design/methodology/approach

The authors conducted two studies. In study 1, the authors carried out an online survey with a sample of 230 French consumers. The authors applied structural equation modeling with Amos to test the relationships among skepticism, ambivalence and ethical consumption behaviors. Study 2 is an experimental design in which the authors manipulated ethical claims (low – few ethical arguments vs. high – many ethical arguments) in advertising (176 French panelists). The authors tested the relationships among consumer ethical sensitivity, perceived brand ethicality, skepticism, ambivalence and intention to purchase an ethical product, depending on ethical claims in advertising.

Findings

Study 1 shows that skepticism toward advertising of ethical products amplifies feelings of ambivalence and that ambivalence reduces consumers’ willingness to adopt ethical consumption behaviors. Study 2 shows that strong claims in advertising of ethical products reduce skepticism toward advertising of ethical products and feelings of ambivalence toward buying an ethical product through perceived brand ethicality, with consumers’ ethical sensitivity positively moderating these relationships.

Research limitations/implications

The two studies explore only one form of ambivalence (i.e. subjective), and the experimental study focuses on a single category of products.

Practical implications

The findings highlight the difficulties in promoting ethical products. Consumers need to know if a product is “really” ethical, as they may feel ambivalent toward that product. This paper shows that strong ethical claims in advertising ethical products significantly help to overcome this barrier.

Originality/value

Based on attribution theory and persuasion models, this research reveals how ethical claims in advertising affect feelings of ambivalence, which negatively influence consumers’ willingness to adopt ethical consumption. In addition, it follows a holistic approach to ethical consumption behaviors to explore consumers’ ambivalence.

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来源期刊
CiteScore
6.90
自引率
13.60%
发文量
126
期刊介绍: The EJM is receptive to all areas of research which are relevant to marketing academic research, some examples are: ■Sustainability and ethical issues in marketing ■Consumer behaviour ■Advertising and branding issues ■Sales management and personal selling ■Methodology and metatheory of marketing research ■International and export marketing ■Services marketing ■New product development and innovation ■Retailing and distribution ■Macromarketing and societal issues ■Pricing and economic decision making in marketing ■Marketing models
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