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

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.