通过提升穆斯林绿色广告的有效性来理解宗教影响：来自阿联酋和美国的研究

IF 1.5 2区文学 Q2 COMMUNICATION

Asian Journal of Communication Pub Date : 2023-02-10 DOI:10.1080/01292986.2023.2176897

Kang Li, Ridwan Raji, Azmat Rasul

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引用次数: 0

摘要

鉴于绿色广告的增长是由于人们对环境问题的日益关注，以及对穆斯林的宗教广告研究的匮乏，本研究探讨了宗教和文化对穆斯林对绿色广告的购买意愿的影响。两项实验研究结果表明，伊斯兰教的宗教诉求对穆斯林购买绿色产品的意愿起着有调节的中介作用。具体来说，一种自我超越的情绪——提升——通过对穆斯林个人宗教信仰的节制，有条件地中介了宗教诉求的影响。然而，文化诉求对美利坚合众国(USA)和阿拉伯联合酋长国(UAE)的穆斯林并没有不同的影响。

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Understanding religious influence through elevation on green advertising effectiveness among Muslims: an examination from the UAE and the USA

ABSTRACT Given the growth of green advertising due to increasing environmental concerns, as well as the scarce religious advertising research on Muslims, this research investigates religious and cultural effects on Muslims’ purchase intentions when reacting to green advertising. The results from two experimental studies show that Islamic religious appeals exert a moderated mediation effect on Muslims’ intentions to purchase green products. Specifically, a self-transcendent emotion – elevation – conditionally mediated the effects of religious appeals via the moderation of individual Muslims’ religiosity. However, cultural appeals did not affect Muslims in the United States of America (USA) and United Arab Emirates (UAE) differently.

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来源期刊

Asian Journal of Communication COMMUNICATION-

CiteScore

3.70

自引率

0.00%

发文量

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).