Λεπτομέρειες βιβλιογραφικής εγγραφής
| Τίτλος: |
When Products Speak for Themselves: How Product Self-Expressiveness Shapes Green Advertising Appeal Effectiveness. |
| Συγγραφείς: |
Wang, Cen1 (AUTHOR) wangcen@sdu.edu.cn, Yang, Yun1 (AUTHOR) |
| Πηγή: |
Journal of Global Marketing. Jun2026, p1-19. 19p. 4 Illustrations. |
| Θεματικοί όροι: |
*Green marketing, *Consumer behavior, Self-expression, Self-congruence, Semiotics, Persuasion (Rhetoric), Identity (Philosophical concept), Environmental literacy |
| Περίληψη: |
AbstractGrounded in self-congruity theory and signaling theory, this research advances a symbolism-based perspective on green advertising by examining how identity signaling is activated through the interaction of message appeal, product type, and environmental awareness. Two experiments (N1= 320; N2= 255) using a 2 (appeal: other-benefit vs. self-benefit) × 2 (product type: high vs. low self-expressive) between-subjects design were conducted in China. Results show that other-benefit appeals increase self-expressive benefits for low self-expressive products or among consumers with lower environmental awareness. In contrast, among highly environmentally aware consumers, appeal differences are non-significant. Additionally, a moderate mediation analysis demonstrates that self-expressive benefits mediate the relationship between advertising appeals and purchase intentions, with product type and environmental awareness jointly moderating this indirect effect. The findings advance theoretical framework by integrating identity-driven consumption and product symbolism, while offering practical insights for tailoring green messages. [ABSTRACT FROM AUTHOR] |
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| Βάση Δεδομένων: |
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