Understanding Green Advertising Attitude and Behavioral Intention: An Application of the Health Belief Model

Autor:	Hye Jin Yoon, Yeo Jung Kim
Rok vydání:	2016
Předmět:	Marketing High interest Consumerism 05 social sciences 050109 social psychology Green advertising Anthropocentrism 0502 economics and business Health belief model 050211 marketing 0501 psychology and cognitive sciences Product (category theory) Psychology Social psychology Practical implications
Zdroj:	Journal of Promotion Management. 22:49-70
ISSN:	1540-7594 1049-6491
DOI:	10.1080/10496491.2015.1107006
Popis:	Despite the high interest in green advertising and its potential to foster sustainable consumerism, academic research in this area has been somewhat limited. The current study developed a predictor model of green advertising attitude and behavioral intention using environmental issue-focused factors that included the Health Belief Model, consumption-focused factors, and demographic factors to help understand the significant influences that shape global green advertising outcome. An online survey of 385 participants showed that a number of factors in both issue-focused (e.g., response-efficacy and ecocentric/anthropocentric attitudes) and consumption-focused (e.g., green product purchase frequency and past green product attitude) categories significantly predicted green advertising attitude and behavioral intention. Theoretical as well as practical implications of the findings will be discussed in detail.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::adf6faa5bdc214f62b3cb830ccc51675 https://doi.org/10.1080/10496491.2015.1107006 Zobrazit plný text záznamu