{"title":"绿色广告:考察诉求安排对印尼年轻消费者绿色态度及购买意愿的影响","authors":"Afred Suci, Hui-Chih Wang, H. Doong","doi":"10.1080/01292986.2022.2043397","DOIUrl":null,"url":null,"abstract":"ABSTRACT Studies of green advertising have had mixed findings from using single and hybrid appeals to consumers’ green attitudes and behavioral intentions. However, the effects of ordering or sequencing the appeals or repeating them have scarcely been investigated. Drawing upon prospect theory, green advertising, and the theory of planned behavior, this experiment, with 160 Indonesian university student participants, found that green attitudes were better formed by appeal order than appeal repetition. In contrast, the types of appeal arrangement generated insignificant differences in buying intention between green products with lower and higher perceived difficulty. The moderating effects of perceived difficulty were significant only on green products with lower perceived difficulty. Furthermore, green attitudes mediated the impacts of appeal arrangement on the intention to buy green products with both lower and higher perceived difficulty. The findings’ theoretical and practical implications also are discussed.","PeriodicalId":46924,"journal":{"name":"Asian Journal of Communication","volume":"32 1","pages":"346 - 370"},"PeriodicalIF":1.5000,"publicationDate":"2022-02-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"Green advertising: examining the effects of appeal arrangement on young Indonesian consumers’ Green attitudes and buying intention\",\"authors\":\"Afred Suci, Hui-Chih Wang, H. Doong\",\"doi\":\"10.1080/01292986.2022.2043397\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT Studies of green advertising have had mixed findings from using single and hybrid appeals to consumers’ green attitudes and behavioral intentions. However, the effects of ordering or sequencing the appeals or repeating them have scarcely been investigated. Drawing upon prospect theory, green advertising, and the theory of planned behavior, this experiment, with 160 Indonesian university student participants, found that green attitudes were better formed by appeal order than appeal repetition. In contrast, the types of appeal arrangement generated insignificant differences in buying intention between green products with lower and higher perceived difficulty. The moderating effects of perceived difficulty were significant only on green products with lower perceived difficulty. Furthermore, green attitudes mediated the impacts of appeal arrangement on the intention to buy green products with both lower and higher perceived difficulty. The findings’ theoretical and practical implications also are discussed.\",\"PeriodicalId\":46924,\"journal\":{\"name\":\"Asian Journal of Communication\",\"volume\":\"32 1\",\"pages\":\"346 - 370\"},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2022-02-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"4\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asian Journal of Communication\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1080/01292986.2022.2043397\",\"RegionNum\":2,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/01292986.2022.2043397","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
Green advertising: examining the effects of appeal arrangement on young Indonesian consumers’ Green attitudes and buying intention
ABSTRACT Studies of green advertising have had mixed findings from using single and hybrid appeals to consumers’ green attitudes and behavioral intentions. However, the effects of ordering or sequencing the appeals or repeating them have scarcely been investigated. Drawing upon prospect theory, green advertising, and the theory of planned behavior, this experiment, with 160 Indonesian university student participants, found that green attitudes were better formed by appeal order than appeal repetition. In contrast, the types of appeal arrangement generated insignificant differences in buying intention between green products with lower and higher perceived difficulty. The moderating effects of perceived difficulty were significant only on green products with lower perceived difficulty. Furthermore, green attitudes mediated the impacts of appeal arrangement on the intention to buy green products with both lower and higher perceived difficulty. The findings’ theoretical and practical implications also are discussed.
期刊介绍:
Launched in 1990, Asian Journal of Communication (AJC) is a refereed international publication that provides a venue for high-quality communication scholarship with an Asian focus and perspectives from the region. We aim to highlight research on the systems and processes of communication in the Asia-Pacific region and among Asian communities around the world to a wide international audience. It publishes articles that report empirical studies, develop communication theory, and enhance research methodology. AJC is accepted by and listed in the Social Science Citation Index (SSCI) published by Clarivate Analytics. The journal is housed editorially at the Wee Kim Wee School of Communication and Information at Nanyang Technological University in Singapore, jointly with the Asian Media Information and Communication Centre (AMIC).