绿色品牌评价与绿色广告互动对有机护肤品绿色购买行为的影响

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2022-07-21 DOI:10.1080/20932685.2022.2085597

Mahnaz Mansoor, Abid Saeed, Budi Rustandi Kartawinata, Muhammad Kamran Naqi Khan

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引用次数: 12

摘要

摘要考虑到气候问题，有必要研究影响消费者绿色购买行为的各种激励因素和触发因素。本研究考察了绿色品牌知识和可信度对消费者绿色品牌评价的影响，从而导致他们的绿色购买行为。此外，还评估了绿色广告对消费者绿色品牌评价的调节作用。通过时滞研究设计对587名有机护肤品消费者进行了调查，并使用SmartPLS软件使用测量和结构模型对数据进行了分析。结果表明，消费者的绿色品牌知识和信誉通过绿色品牌评价作为中介对其绿色购买行为产生了积极、显著的直接和间接影响。此外，本研究在呈现绿色广告的显著调节作用方面是渐进的，以增强消费者对绿色品牌的积极评价，从而进一步影响他们在购买护肤品时的绿色购买行为。

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Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement

ABSTRACT Considering the climate issues, there is a need to investigate the various motivators and triggering factors influencing consumers’ green buying behaviors. The current study examines the influence of green brand knowledge and credibility on the consumers’ green brand evaluation, leading to their green buying behavior. Moreover, the moderating role of green advertising on consumers’ green brand evaluation has been assessed. Surveying 587 organic skincare product consumers via time-lagged research design, data were analyzed using measurement and structural models employing SmartPLS software. Results showed the positive and significant direct and indirect influence of consumers’ green brand knowledge and credibility on their green buying behavior via green brand evaluation as a mediator. Besides, this study is incremental in presenting the significant moderating role of green advertisement to augment consumers’ positive evaluation of green brands that further influence their green buying behaviors while purchasing skincare products.

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.