How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness
Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativenes...
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Online Access: | https://www.mdpi.com/2071-1050/13/16/8723 |
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doaj-b4bca2061d3644c4894656703b71863c2021-08-26T14:20:37ZengMDPI AGSustainability2071-10502021-08-01138723872310.3390/su13168723How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer InnovativenessWoohyuk Kim0Seunghee Cha1Department of Consumer Science, Incheon National University, Incheon 22012, KoreaDepartment of Consumer Science, Incheon National University, Incheon 22012, KoreaAlthough the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies.https://www.mdpi.com/2071-1050/13/16/8723green advertising attributespurchase intentionconsumer innovativeness |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Woohyuk Kim Seunghee Cha |
spellingShingle |
Woohyuk Kim Seunghee Cha How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness Sustainability green advertising attributes purchase intention consumer innovativeness |
author_facet |
Woohyuk Kim Seunghee Cha |
author_sort |
Woohyuk Kim |
title |
How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness |
title_short |
How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness |
title_full |
How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness |
title_fullStr |
How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness |
title_full_unstemmed |
How Attributes of Green Advertising Affect Purchase Intention: The Moderating Role of Consumer Innovativeness |
title_sort |
how attributes of green advertising affect purchase intention: the moderating role of consumer innovativeness |
publisher |
MDPI AG |
series |
Sustainability |
issn |
2071-1050 |
publishDate |
2021-08-01 |
description |
Although the importance of green advertising has increased, there is still little research in terms of attributes of green advertising. The purpose of our study was to investigate the relationship between attributes of green advertising and purchase intention when moderated by consumer innovativeness. After collecting data from consumers in South Korea, we analyzed 200 usable surveys in structural equation modeling. The analysis revealed positive relationships between three attributes of green advertising (i.e., attractiveness, informativity, and reliability) and purchase intention and identified the moderating role of consumer innovativeness in those relationships. Our findings have implications for marketing, especially for the development of green advertising strategies. |
topic |
green advertising attributes purchase intention consumer innovativeness |
url |
https://www.mdpi.com/2071-1050/13/16/8723 |
work_keys_str_mv |
AT woohyukkim howattributesofgreenadvertisingaffectpurchaseintentionthemoderatingroleofconsumerinnovativeness AT seungheecha howattributesofgreenadvertisingaffectpurchaseintentionthemoderatingroleofconsumerinnovativeness |
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