ISSN 0253-2778

CN 34-1054/N

open
Free to Publish. Free to Read.
Open AccessOpen Access JUSTC Management 25 September 2023

The influence mechanism of green advertising on consumers’ intention to purchase energy-saving products: Based on the S-O-R model

  • 1.

    School of Management, University of Science and Technology of China, Hefei 230026, China

  • 2.

    School of Management, Hefei University of Technology, Hefei 230009, China

  • 3.

    School of International Economics and Management, Beijing Technology and Business University, Beijing 102488, China

Cite this:
https://doi.org/10.52396/JUSTC-2021-0015
More Information
  • Author Bio:

    Liru Li is a master’s student at the School of Management, University of Science and Technology of China. Her primary research interests include green consumption and sustainable development

    Biao Luo is currently a Professor at the School of Management, Hefei University of Technology. He received his Ph.D. degree from the University of Science and Technology of China in 2004. His research mainly focuses on consumer behavior and marketing

    Ying Sun is currently an Associate Professor at Beijing Technology and Business University. She received her Ph.D. degree from the University of Science and Technology of China in 2020. Her research mainly focuses on decision analysis and green marketing

  • Corresponding author: E-mail: suny11@btbu.edu.cn
  • Received Date: 24 January 2021
  • Accepted Date: 04 May 2021
    • Available Online: 25 September 2023
    Abstract

  • Abstract

    Energy consumption leads to an energy crisis and environmental problems. Energy-saving consumption is of great significance to reduce energy consumption. Based on the stimulus-organism-response (S-O-R) framework, this research introduces perceived value and positive emotion and constructs a model in which green advertising affects consumers’ energy-saving consumption. Meanwhile, based on congruity theory, this research explores the influence of self-image congruity. A field study was adopted, and a total of 413 questionnaires were collected. The results show that green advertising receptivity positively affects perceived value, positive emotion, and purchase intention. Self-image congruity moderates the relationship between green advertising receptivity and perceived value, but it has no moderating effect on the relationship between green advertising receptivity and positive emotion. On this basis, the contributions of this research and further research prospects are discussed.

    Graphical abstract

    Except that SIC has no significant moderating effect on the GA and positive EM, all other hypotheses are verified.

    Abstract

    Energy consumption leads to an energy crisis and environmental problems. Energy-saving consumption is of great significance to reduce energy consumption. Based on the stimulus-organism-response (S-O-R) framework, this research introduces perceived value and positive emotion and constructs a model in which green advertising affects consumers’ energy-saving consumption. Meanwhile, based on congruity theory, this research explores the influence of self-image congruity. A field study was adopted, and a total of 413 questionnaires were collected. The results show that green advertising receptivity positively affects perceived value, positive emotion, and purchase intention. Self-image congruity moderates the relationship between green advertising receptivity and perceived value, but it has no moderating effect on the relationship between green advertising receptivity and positive emotion. On this basis, the contributions of this research and further research prospects are discussed.

    • Public Summary

    • Green advertising receptivity positively affects perceived value, positive emotion, and purchase intention.
    • Self-image congruity moderates the relationship between green advertising receptivity and perceived value.
    • Self-image congruity has no moderate effect on the relationship between green advertising receptivity and positive emotion.

    FullText(HTML)
  • loading
    • References(75)
  • [1]
    Zhang P, Shi X, Sun Y, et al. Have China’s provinces achieved their targets of energy intensity reduction? Reassessment based on nighttime lighting data. Energy Policy, 2019, 128 (5): 276–283. doi: 10.1016/j.enpol.2019.01.014
    [2]
    Wang J, Li Y, He Z, et al. Scale framing, benefit framing and their interaction effects on energy-saving behaviors: Evidence from urban residents of China. Energy Policy, 2022, 166: 113005. doi: 10.1016/j.enpol.2022.113005
    [3]
    Yue T, Long R, Chen H, et al. Energy-saving behavior of urban residents in China: A multi-agent simulation. Journal of Cleaner Production, 2020, 252 (4): 119623. doi: 10.1016/j.jclepro.2019.119623
    [4]
    Appiah M O. Investigating the multivariate Granger causality between energy consumption, economic growth and CO2 emissions in Ghana. Energy Policy, 2018, 112 (1): 198–208. doi: 10.1016/j.enpol.2017.10.017
    [5]
    Zhang Y, Xiao C, Zhou G. Willingness to pay a price premium for energy-saving appliances: Role of perceived value and energy efficiency labeling. Journal of Cleaner Production, 2020, 242 (1): 118555. doi: 10.1016/j.jclepro.2019.118555
    [6]
    Wang S, Lin S, Li J. Exploring the effects of non-cognitive and emotional factors on household electricity saving behavior. Energy Policy, 2018, 115 (1): 171–180. doi: 10.1016/j.enpol.2018.01.012
    [7]
    Wong C W Y, Lai K H, Shang K C, et al. Uncovering the value of green advertising for environmental management practices. Business Strategy and the Environment, 2014, 23 (2): 117–130. doi: 10.1002/bse.1776
    [8]
    Sun Y, Luo B, Wang S, et al. What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 2020, 30 (1): 694–704. doi: 10.1002/bse.2648
    [9]
    D’souza C, Taghian M. Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 2005, 17 (4): 51–66. doi: 10.1108/13555850510672386
    [10]
    Gao L, Wang S, Li J, et al. Application of the extended theory of planned behavior to understand individual’s energy saving behavior in workplaces. Resources Conservation and Recycling, 2017, 127 (12): 107–113. doi: 10.1016/j.resconrec.2017.08.030
    [11]
    Miller B, Sinclair J. Community stakeholder responses to advocacy advertising. Journal of Advertising, 2009, 38 (2): 37–52. doi: 10.2753/joa0091-3367380203
    [12]
    Matthes J, Wonneberger A, Schmuck D. Consumers’ green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 2014, 67 (9): 1885–1893. doi: 10.1016/j.jbusres.2013.11.054
    [13]
    Nyilasy G, Gangadharbatla H, Paladino A. Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 2014, 125 (4): 693–707. doi: 10.1007/s10551-013-1944-3
    [14]
    Davis J J. Strategies for environmental advertising. Journal of Consumer Marketing, 1993, 10 (2): 19–36. doi: 10.1108/07363769310039102
    [15]
    Kao T F, Du Y Z. A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production, 2020, 242 (1): 118294. doi: 10.1016/j.jclepro.2019.118294
    [16]
    Ajzen I. The theory of planned behaviour: Reactions and reflections. Psychology & Health, 2011, 26 (9): 1113–1127. doi: 10.1080/08870446.2011.613995
    [17]
    Buck R, Anderson E, Chaudhuri A, et al. Emotion and reason in persuasion: Applying the ARI model and the CASC Scale. Journal of Business Research, 2004, 57 (6): 647–656. doi: 10.1016/s0148-2963(02)00308-9
    [18]
    Hartmann P, Apaolaza-ibáñez V. Green advertising revisited: Conditioning virtual nature experiences. International Journal of Advertising, 2009, 28 (4): 715–739. doi: 10.2501/s0265048709200837
    [19]
    Osgood C E, Tannenbaum P H. The principle of congruity in the prediction of attitude change. Psychological Review, 1955, 62 (1): 42–55. doi: 10.1037/h0048153
    [20]
    Li S, Wei M, Qiu H, et al. How does self-image congruity affect tourists’ environmentally responsible behavior? Journal of Sustainable Tourism, 2020, 28 (12): 2156–2174. doi: 10.1080/09669582.2020.1800717
    [21]
    Sirgy M J. Self-congruity: Toward a Theory of Personality and Cybernetics. Westport, CT: Praeger Publishers, 1986.
    [22]
    Vroom V H. Leadership and the decision-making process. Organizational Dynamics, 2000, 28 (4): 82–94. doi: 10.1016/s0090-2616(00)00003-6
    [23]
    Bamberg S. How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 2003, 23 (1): 21–32. doi: 10.1016/s0272-4944(02)00078-6
    [24]
    Baker T L, Chari S, Daryanto A, et al. Discount venture brands: Self-congruity and perceived value-for-money? Journal of Business Research, 2020, 116 (8): 412–419. doi: 10.1016/j.jbusres.2019.07.026
    [25]
    Batra R, Ray M L. Affective responses mediating acceptance of advertising. Journal of Consumer Research, 1986, 13 (2): 234–249. doi: 10.1086/209063
    [26]
    Yang D, Lu Y, Zhu W, et al. Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research, 2015, 68 (12): 2663–2675. doi: 10.1016/j.jbusres.2015.04.004
    [27]
    Shi H, Fan J, Zhao D. Predicting household PM2.5-reduction behavior in Chinese urban areas: An integrative model of Theory of Planned Behavior and Norm Activation Theory. Journal of Cleaner Production, 2017, 145 (3): 64–73. doi: 10.1016/j.jclepro.2016.12.169
    [28]
    Yoon D, Kim Y K. Effects of self-congruity and source credibility on consumer responses to coffeehouse advertising. Journal of Hospitality Marketing & Management, 2016, 25 (2): 167–196. doi: 10.1080/19368623.2014.1001932
    [29]
    Kumar A, Prakash G, Kumar G. Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 2021, 58 (1): 102270. doi: 10.1016/j.jretconser.2020.102270
    [30]
    Ruangkanjanases A, You J-J, Chien S-W, et al. Elucidating the effect of antecedents on consumers’ green purchase intention: An extension of the theory of planned behavior. Frontiers in Psychology, 2020, 11 (7): 1433. doi: 10.3389/fpsyg.2020.01433
    [31]
    Banerjee S, Gulas C S, Iyer E. Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 1995, 24 (2): 21–31. doi: 10.1080/00913367.1995.10673473
    [32]
    Luo B, Sun Y, Shen J, et al. How does green advertising skepticism on social media affect consumer intention to purchase green products? Journal of Consumer Behaviour, 2020, 19 (4): 371–381. doi: 10.1002/cb.1818
    [33]
    Schmuck D, Matthes J, Naderer B. Misleading consumers with green advertising? An affect–reason–involvement account of greenwashing effects in environmental advertising. Journal of Advertising, 2018, 47 (2): 127–145. doi: 10.1080/00913367.2018.1452652
    [34]
    Jun E, Kim W J, Jeong Y H, et al. Measuring the social value of nuclear energy using contingent valuation methodology. Energy Policy, 2010, 38 (3): 1470–1476. doi: 10.1016/j.enpol.2009.11.028
    [35]
    Khan S N, Mohsin M. The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of Cleaner Production, 2017, 150 (5): 65–74. doi: 10.1016/j.jclepro.2017.02.187
    [36]
    Zeithaml V A. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 1988, 52 (3): 2–22. doi: 10.1177/002224298805200302
    [37]
    Woodruff R B. Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 1997, 25 (2): 139. doi: 10.1007/bf02894350
    [38]
    Yang Z, Peterson R T. Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 2004, 21 (10): 799–822. doi: 10.1002/mar.20030
    [39]
    Hartmann P, Apaolaza-Ibanez V. Desert or rain: Standardisation of green advertising versus adaptation to the target audience’s natural environment. European Journal of Marketing, 2013, 47 (5-6): 917–933. doi: 10.1108/03090561311308091
    [40]
    Mehrabian A, Russell J A. An Approach to Environmental Psychology. Cambridge, MA: MIT Press, 1974.
    [41]
    Wang Y, Huscroft J R H, Benjamin T, et al. Green information, green certification and consumer perceptions of remanufctured automobile parts. Resources, Conservation and Recycling, 2018, 128 (1): 187–196. doi: 10.1016/j.resconrec.2016.07.015
    [42]
    Kalafatis S P, Pollard M, East R, et al. Green marketing and Ajzen’s theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 1999, 16 (5): 441–460. doi: 10.1108/07363769910289550
    [43]
    Chen Y, Chang C. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 2012, 50 (3): 502–520. doi: 10.1108/00251741211216250
    [44]
    Lee J S, Back K J. Examining the effect of self-image congruence, relative to education and networking, on conference evaluation through its competing models and moderating effect. Journal of Convention and Event Tourism, 2009, 10 (4): 256–275. doi: 10.1080/15470140903372103
    [45]
    Mitchell A A, Olson J C. Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 1981, 18 (3): 318–332. doi: 10.1177/002224378101800306
    [46]
    Russell S V, Young C W, Unsworth K L, et al. Bringing habits and emotions into food waste behaviour. Resources Conservation and Recycling, 2017, 125 (10): 107–114. doi: 10.1016/j.resconrec.2017.06.007
    [47]
    Ou Y-C, Verhoef P C. The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 2017, 80 (11): 106–115. doi: 10.1016/j.jbusres.2017.07.011
    [48]
    Swim J K, Stern P C, Doherty T J, et al. Psychology’s contributions to understanding and addressing global climate change. American Psychologist, 2011, 66 (4): 241–250. doi: 10.1037/a0023220
    [49]
    Allen C T, Machleit K A, Kleine S S. A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience. Journal of Consumer Research, 1992, 18 (4): 493–504. doi: 10.1086/209276
    [50]
    Liu L, Chen H. The impact of self-congruity on tourists’ decision-making behavior: Theoretical underpinnings and research model in Chinese. Tourism Tribune, 2015, 30 (6): 57–71. doi: 10.1177/2158244020983313
    [51]
    Han H, Moon H, Kim W. The influence of international tourists’ self-image congruity with a shopping place on their shopping experiences. Journal of Hospitality and Tourism Management, 2019, 41 (12): 101–109. doi: 10.1016/j.jhtm.2019.08.003
    [52]
    De Silva M, Wang P, Kuah A T. Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China. Journal of Business Research, 2021, 122 (1): 713–724. doi: 10.1016/j.jbusres.2020.01.016
    [53]
    Kressmann F, Sirgy M J, Herrmann A, et al. Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 2006, 59 (9): 955–964. doi: 10.1016/j.jbusres.2006.06.001
    [54]
    Sirgy M J, Grewal D, Mangleburg T F, et al. Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 1997, 25 (3): 229–241. doi: 10.1177/0092070397253004
    [55]
    Sirgy M J. Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 1982, 9 (3): 287–300. doi: 10.1086/208924
    [56]
    Festinger L. Conflict, Decision, and Dissonance. Stanford, CA: Stanford University Press, 1964.
    [57]
    Lee S, Jeong M. Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 2014, 40 (7): 49–58. doi: 10.1016/j.ijhm.2014.03.008
    [58]
    Lee J, Kim J, Yu J. Effects of congruence of product, visual image, and consumer self-image on art infusion advertising. Social Behavior and Personality: An International Journal, 2015, 43 (10): 1725–1740. doi: 10.2224/sbp.2015.43.10.1725
    [59]
    Jeong E, Jang S S. The affective psychological process of self-image congruity and its influences on dining experience. International Journal of Contemporary Hospitality Management, 2018, 30 (3): 1563–1583. doi: 10.1108/ijchm-02-2016-0047
    [60]
    Graeff T R. Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption. Psychology & Marketing, 1996, 13 (5): 481–499. doi: 10.1002/(sici)1520-6793(199608)13:5<481::aid-mar3>3.0.co;2-5
    [61]
    Hong J W, Zinkhan G M. Self-concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode. Psychology & Marketing, 1995, 12 (1): 53–77. doi: 10.1002/mar.4220120105
    [62]
    Aguirre-Rodriguez A, Bosnjak M, Sirgy M J. Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 2012, 65 (8): 1179–1188. doi: 10.1016/j.jbusres.2011.07.031
    [63]
    Do Paço A, Shiel C, Alves H. A new model for testing green consumer behaviour. Journal of Cleaner Production, 2019, 207: 998–1006. doi: 10.1016/j.jclepro.2018.10.105
    [64]
    Lee S, Chua B-L, Kim H-C, et al. Shaping and enhancing airport lounge experiences: The application of brand personality and image congruity theories. International Journal of Contemporary Hospitality Management, 2017, 29 (11): 2901–2920. doi: 10.1108/ijchm-12-2015-0672
    [65]
    Kourouthanassis P, Lekakos G, Gerakis V. Should I stay or should I go? The moderating effect of self-image congruity and trust on social networking continued use. Behaviour & Information Technology, 2015, 34 (2): 190–203. doi: 10.1080/0144929x.2014.948489
    [66]
    Dodds W B, Monroe K B, Grewal D. Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 1991, 28 (3): 307–319. doi: 10.1177/002224379102800305
    [67]
    Xu X, Wang S, Yu Y. Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter? Science of the Total Environment, 2020, 704 (2): 135275. doi: 10.1016/j.scitotenv.2019.135275
    [68]
    Fornell C, Larcker D F. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 1981, 18 (1): 39–50. doi: 10.1177/002224378101800104
    [69]
    Jose P E. Doing Statistical Mediation and Moderation. New York: Guilford Press, 2013.
    [70]
    Martinez P. Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 2015, 27 (5): 896–917. doi: 10.1108/ijchm-03-2014-0115
    [71]
    Wang J, Bao J, Wang C, et al. The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures. Sustainable Cities and Society, 2017, 34 (10): 32–42. doi: 10.1016/j.scs.2017.06.001
    [72]
    Bagozzi R P. Principles of Marketing Management. Chicago, IL: Science Research Associates, 1986.
    [73]
    Chen M-F, Lee C-L. The impacts of green claims on coffee consumers’ purchase intention. British Food Journal, 2015, 117 (1): 195–209. doi: 10.1108/bfj-07-2013-0196
    [74]
    Fogg B J. Persuasive computers: Perspectives and research directions. In: CHI '98: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York: ACM, 1998: 225–232.
    [75]
    Harth N S, Leach C W, Kessler T. Guilt, anger, and pride about in-group environmental behaviour: Different emotions predict distinct intentions. Journal of Environmental Psychology, 2013, 34 (6): 18–26. doi: 10.1016/j.jenvp.2012.12.005
    • Supplements(0)
    • Related Articles
    • Track Citations
  • 加载中

Catalog

    |
    Get Citation
    PDF
    XML

    Figure  1.  The research framework of intention to purchase energy-saving products.

    [1]
    Zhang P, Shi X, Sun Y, et al. Have China’s provinces achieved their targets of energy intensity reduction? Reassessment based on nighttime lighting data. Energy Policy, 2019, 128 (5): 276–283. doi: 10.1016/j.enpol.2019.01.014
    [2]
    Wang J, Li Y, He Z, et al. Scale framing, benefit framing and their interaction effects on energy-saving behaviors: Evidence from urban residents of China. Energy Policy, 2022, 166: 113005. doi: 10.1016/j.enpol.2022.113005
    [3]
    Yue T, Long R, Chen H, et al. Energy-saving behavior of urban residents in China: A multi-agent simulation. Journal of Cleaner Production, 2020, 252 (4): 119623. doi: 10.1016/j.jclepro.2019.119623
    [4]
    Appiah M O. Investigating the multivariate Granger causality between energy consumption, economic growth and CO2 emissions in Ghana. Energy Policy, 2018, 112 (1): 198–208. doi: 10.1016/j.enpol.2017.10.017
    [5]
    Zhang Y, Xiao C, Zhou G. Willingness to pay a price premium for energy-saving appliances: Role of perceived value and energy efficiency labeling. Journal of Cleaner Production, 2020, 242 (1): 118555. doi: 10.1016/j.jclepro.2019.118555
    [6]
    Wang S, Lin S, Li J. Exploring the effects of non-cognitive and emotional factors on household electricity saving behavior. Energy Policy, 2018, 115 (1): 171–180. doi: 10.1016/j.enpol.2018.01.012
    [7]
    Wong C W Y, Lai K H, Shang K C, et al. Uncovering the value of green advertising for environmental management practices. Business Strategy and the Environment, 2014, 23 (2): 117–130. doi: 10.1002/bse.1776
    [8]
    Sun Y, Luo B, Wang S, et al. What you see is meaningful: Does green advertising change the intentions of consumers to purchase eco-labeled products? Business Strategy and the Environment, 2020, 30 (1): 694–704. doi: 10.1002/bse.2648
    [9]
    D’souza C, Taghian M. Green advertising effects on attitude and choice of advertising themes. Asia Pacific Journal of Marketing and Logistics, 2005, 17 (4): 51–66. doi: 10.1108/13555850510672386
    [10]
    Gao L, Wang S, Li J, et al. Application of the extended theory of planned behavior to understand individual’s energy saving behavior in workplaces. Resources Conservation and Recycling, 2017, 127 (12): 107–113. doi: 10.1016/j.resconrec.2017.08.030
    [11]
    Miller B, Sinclair J. Community stakeholder responses to advocacy advertising. Journal of Advertising, 2009, 38 (2): 37–52. doi: 10.2753/joa0091-3367380203
    [12]
    Matthes J, Wonneberger A, Schmuck D. Consumers’ green involvement and the persuasive effects of emotional versus functional ads. Journal of Business Research, 2014, 67 (9): 1885–1893. doi: 10.1016/j.jbusres.2013.11.054
    [13]
    Nyilasy G, Gangadharbatla H, Paladino A. Perceived greenwashing: The interactive effects of green advertising and corporate environmental performance on consumer reactions. Journal of Business Ethics, 2014, 125 (4): 693–707. doi: 10.1007/s10551-013-1944-3
    [14]
    Davis J J. Strategies for environmental advertising. Journal of Consumer Marketing, 1993, 10 (2): 19–36. doi: 10.1108/07363769310039102
    [15]
    Kao T F, Du Y Z. A study on the influence of green advertising design and environmental emotion on advertising effect. Journal of Cleaner Production, 2020, 242 (1): 118294. doi: 10.1016/j.jclepro.2019.118294
    [16]
    Ajzen I. The theory of planned behaviour: Reactions and reflections. Psychology & Health, 2011, 26 (9): 1113–1127. doi: 10.1080/08870446.2011.613995
    [17]
    Buck R, Anderson E, Chaudhuri A, et al. Emotion and reason in persuasion: Applying the ARI model and the CASC Scale. Journal of Business Research, 2004, 57 (6): 647–656. doi: 10.1016/s0148-2963(02)00308-9
    [18]
    Hartmann P, Apaolaza-ibáñez V. Green advertising revisited: Conditioning virtual nature experiences. International Journal of Advertising, 2009, 28 (4): 715–739. doi: 10.2501/s0265048709200837
    [19]
    Osgood C E, Tannenbaum P H. The principle of congruity in the prediction of attitude change. Psychological Review, 1955, 62 (1): 42–55. doi: 10.1037/h0048153
    [20]
    Li S, Wei M, Qiu H, et al. How does self-image congruity affect tourists’ environmentally responsible behavior? Journal of Sustainable Tourism, 2020, 28 (12): 2156–2174. doi: 10.1080/09669582.2020.1800717
    [21]
    Sirgy M J. Self-congruity: Toward a Theory of Personality and Cybernetics. Westport, CT: Praeger Publishers, 1986.
    [22]
    Vroom V H. Leadership and the decision-making process. Organizational Dynamics, 2000, 28 (4): 82–94. doi: 10.1016/s0090-2616(00)00003-6
    [23]
    Bamberg S. How does environmental concern influence specific environmentally related behaviors? A new answer to an old question. Journal of Environmental Psychology, 2003, 23 (1): 21–32. doi: 10.1016/s0272-4944(02)00078-6
    [24]
    Baker T L, Chari S, Daryanto A, et al. Discount venture brands: Self-congruity and perceived value-for-money? Journal of Business Research, 2020, 116 (8): 412–419. doi: 10.1016/j.jbusres.2019.07.026
    [25]
    Batra R, Ray M L. Affective responses mediating acceptance of advertising. Journal of Consumer Research, 1986, 13 (2): 234–249. doi: 10.1086/209063
    [26]
    Yang D, Lu Y, Zhu W, et al. Going green: How different advertising appeals impact green consumption behavior. Journal of Business Research, 2015, 68 (12): 2663–2675. doi: 10.1016/j.jbusres.2015.04.004
    [27]
    Shi H, Fan J, Zhao D. Predicting household PM2.5-reduction behavior in Chinese urban areas: An integrative model of Theory of Planned Behavior and Norm Activation Theory. Journal of Cleaner Production, 2017, 145 (3): 64–73. doi: 10.1016/j.jclepro.2016.12.169
    [28]
    Yoon D, Kim Y K. Effects of self-congruity and source credibility on consumer responses to coffeehouse advertising. Journal of Hospitality Marketing & Management, 2016, 25 (2): 167–196. doi: 10.1080/19368623.2014.1001932
    [29]
    Kumar A, Prakash G, Kumar G. Does environmentally responsible purchase intention matter for consumers? A predictive sustainable model developed through an empirical study. Journal of Retailing and Consumer Services, 2021, 58 (1): 102270. doi: 10.1016/j.jretconser.2020.102270
    [30]
    Ruangkanjanases A, You J-J, Chien S-W, et al. Elucidating the effect of antecedents on consumers’ green purchase intention: An extension of the theory of planned behavior. Frontiers in Psychology, 2020, 11 (7): 1433. doi: 10.3389/fpsyg.2020.01433
    [31]
    Banerjee S, Gulas C S, Iyer E. Shades of green: A multidimensional analysis of environmental advertising. Journal of Advertising, 1995, 24 (2): 21–31. doi: 10.1080/00913367.1995.10673473
    [32]
    Luo B, Sun Y, Shen J, et al. How does green advertising skepticism on social media affect consumer intention to purchase green products? Journal of Consumer Behaviour, 2020, 19 (4): 371–381. doi: 10.1002/cb.1818
    [33]
    Schmuck D, Matthes J, Naderer B. Misleading consumers with green advertising? An affect–reason–involvement account of greenwashing effects in environmental advertising. Journal of Advertising, 2018, 47 (2): 127–145. doi: 10.1080/00913367.2018.1452652
    [34]
    Jun E, Kim W J, Jeong Y H, et al. Measuring the social value of nuclear energy using contingent valuation methodology. Energy Policy, 2010, 38 (3): 1470–1476. doi: 10.1016/j.enpol.2009.11.028
    [35]
    Khan S N, Mohsin M. The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of Cleaner Production, 2017, 150 (5): 65–74. doi: 10.1016/j.jclepro.2017.02.187
    [36]
    Zeithaml V A. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 1988, 52 (3): 2–22. doi: 10.1177/002224298805200302
    [37]
    Woodruff R B. Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 1997, 25 (2): 139. doi: 10.1007/bf02894350
    [38]
    Yang Z, Peterson R T. Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 2004, 21 (10): 799–822. doi: 10.1002/mar.20030
    [39]
    Hartmann P, Apaolaza-Ibanez V. Desert or rain: Standardisation of green advertising versus adaptation to the target audience’s natural environment. European Journal of Marketing, 2013, 47 (5-6): 917–933. doi: 10.1108/03090561311308091
    [40]
    Mehrabian A, Russell J A. An Approach to Environmental Psychology. Cambridge, MA: MIT Press, 1974.
    [41]
    Wang Y, Huscroft J R H, Benjamin T, et al. Green information, green certification and consumer perceptions of remanufctured automobile parts. Resources, Conservation and Recycling, 2018, 128 (1): 187–196. doi: 10.1016/j.resconrec.2016.07.015
    [42]
    Kalafatis S P, Pollard M, East R, et al. Green marketing and Ajzen’s theory of planned behaviour: A cross-market examination. Journal of Consumer Marketing, 1999, 16 (5): 441–460. doi: 10.1108/07363769910289550
    [43]
    Chen Y, Chang C. Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 2012, 50 (3): 502–520. doi: 10.1108/00251741211216250
    [44]
    Lee J S, Back K J. Examining the effect of self-image congruence, relative to education and networking, on conference evaluation through its competing models and moderating effect. Journal of Convention and Event Tourism, 2009, 10 (4): 256–275. doi: 10.1080/15470140903372103
    [45]
    Mitchell A A, Olson J C. Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 1981, 18 (3): 318–332. doi: 10.1177/002224378101800306
    [46]
    Russell S V, Young C W, Unsworth K L, et al. Bringing habits and emotions into food waste behaviour. Resources Conservation and Recycling, 2017, 125 (10): 107–114. doi: 10.1016/j.resconrec.2017.06.007
    [47]
    Ou Y-C, Verhoef P C. The impact of positive and negative emotions on loyalty intentions and their interactions with customer equity drivers. Journal of Business Research, 2017, 80 (11): 106–115. doi: 10.1016/j.jbusres.2017.07.011
    [48]
    Swim J K, Stern P C, Doherty T J, et al. Psychology’s contributions to understanding and addressing global climate change. American Psychologist, 2011, 66 (4): 241–250. doi: 10.1037/a0023220
    [49]
    Allen C T, Machleit K A, Kleine S S. A comparison of attitudes and emotions as predictors of behavior at diverse levels of behavioral experience. Journal of Consumer Research, 1992, 18 (4): 493–504. doi: 10.1086/209276
    [50]
    Liu L, Chen H. The impact of self-congruity on tourists’ decision-making behavior: Theoretical underpinnings and research model in Chinese. Tourism Tribune, 2015, 30 (6): 57–71. doi: 10.1177/2158244020983313
    [51]
    Han H, Moon H, Kim W. The influence of international tourists’ self-image congruity with a shopping place on their shopping experiences. Journal of Hospitality and Tourism Management, 2019, 41 (12): 101–109. doi: 10.1016/j.jhtm.2019.08.003
    [52]
    De Silva M, Wang P, Kuah A T. Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China. Journal of Business Research, 2021, 122 (1): 713–724. doi: 10.1016/j.jbusres.2020.01.016
    [53]
    Kressmann F, Sirgy M J, Herrmann A, et al. Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 2006, 59 (9): 955–964. doi: 10.1016/j.jbusres.2006.06.001
    [54]
    Sirgy M J, Grewal D, Mangleburg T F, et al. Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 1997, 25 (3): 229–241. doi: 10.1177/0092070397253004
    [55]
    Sirgy M J. Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 1982, 9 (3): 287–300. doi: 10.1086/208924
    [56]
    Festinger L. Conflict, Decision, and Dissonance. Stanford, CA: Stanford University Press, 1964.
    [57]
    Lee S, Jeong M. Enhancing online brand experiences: An application of congruity theory. International Journal of Hospitality Management, 2014, 40 (7): 49–58. doi: 10.1016/j.ijhm.2014.03.008
    [58]
    Lee J, Kim J, Yu J. Effects of congruence of product, visual image, and consumer self-image on art infusion advertising. Social Behavior and Personality: An International Journal, 2015, 43 (10): 1725–1740. doi: 10.2224/sbp.2015.43.10.1725
    [59]
    Jeong E, Jang S S. The affective psychological process of self-image congruity and its influences on dining experience. International Journal of Contemporary Hospitality Management, 2018, 30 (3): 1563–1583. doi: 10.1108/ijchm-02-2016-0047
    [60]
    Graeff T R. Image congruence effects on product evaluations: The role of self-monitoring and public/private consumption. Psychology & Marketing, 1996, 13 (5): 481–499. doi: 10.1002/(sici)1520-6793(199608)13:5<481::aid-mar3>3.0.co;2-5
    [61]
    Hong J W, Zinkhan G M. Self-concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode. Psychology & Marketing, 1995, 12 (1): 53–77. doi: 10.1002/mar.4220120105
    [62]
    Aguirre-Rodriguez A, Bosnjak M, Sirgy M J. Moderators of the self-congruity effect on consumer decision-making: A meta-analysis. Journal of Business Research, 2012, 65 (8): 1179–1188. doi: 10.1016/j.jbusres.2011.07.031
    [63]
    Do Paço A, Shiel C, Alves H. A new model for testing green consumer behaviour. Journal of Cleaner Production, 2019, 207: 998–1006. doi: 10.1016/j.jclepro.2018.10.105
    [64]
    Lee S, Chua B-L, Kim H-C, et al. Shaping and enhancing airport lounge experiences: The application of brand personality and image congruity theories. International Journal of Contemporary Hospitality Management, 2017, 29 (11): 2901–2920. doi: 10.1108/ijchm-12-2015-0672
    [65]
    Kourouthanassis P, Lekakos G, Gerakis V. Should I stay or should I go? The moderating effect of self-image congruity and trust on social networking continued use. Behaviour & Information Technology, 2015, 34 (2): 190–203. doi: 10.1080/0144929x.2014.948489
    [66]
    Dodds W B, Monroe K B, Grewal D. Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 1991, 28 (3): 307–319. doi: 10.1177/002224379102800305
    [67]
    Xu X, Wang S, Yu Y. Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter? Science of the Total Environment, 2020, 704 (2): 135275. doi: 10.1016/j.scitotenv.2019.135275
    [68]
    Fornell C, Larcker D F. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 1981, 18 (1): 39–50. doi: 10.1177/002224378101800104
    [69]
    Jose P E. Doing Statistical Mediation and Moderation. New York: Guilford Press, 2013.
    [70]
    Martinez P. Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 2015, 27 (5): 896–917. doi: 10.1108/ijchm-03-2014-0115
    [71]
    Wang J, Bao J, Wang C, et al. The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures. Sustainable Cities and Society, 2017, 34 (10): 32–42. doi: 10.1016/j.scs.2017.06.001
    [72]
    Bagozzi R P. Principles of Marketing Management. Chicago, IL: Science Research Associates, 1986.
    [73]
    Chen M-F, Lee C-L. The impacts of green claims on coffee consumers’ purchase intention. British Food Journal, 2015, 117 (1): 195–209. doi: 10.1108/bfj-07-2013-0196
    [74]
    Fogg B J. Persuasive computers: Perspectives and research directions. In: CHI '98: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. New York: ACM, 1998: 225–232.
    [75]
    Harth N S, Leach C W, Kessler T. Guilt, anger, and pride about in-group environmental behaviour: Different emotions predict distinct intentions. Journal of Environmental Psychology, 2013, 34 (6): 18–26. doi: 10.1016/j.jenvp.2012.12.005
    Recommended articles
    TrendMD
    Volume 53 Issue 8 page: 0802
    Cover

    Article Metrics

    Article views (927) PDF downloads(1472)
    Proportional views

    Copyright © Editorial Office of JUSTC, All Rights Reserved. 皖ICP备05002528号

    Supported by: Beijing Renhe Information Technology Co. Ltd    

    /

    DownLoad:  Full-Size Img  PowerPoint
    Return
    Return