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| Impact of the Matching Effect between Green Advertising Appeal and Information Framework on Consumer Responses |
| SHENG Guanghua，YUE Beibei，GONG Siyu |
| Jilin University, Changchun, China |
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Abstract Based on Elaboration Likelihood Model and Prospect Theory, through three experiments，we investigate the influence mechanism of green advertising appeal, information framework and the matching effect on consumer responses. Results demonstrate that egoistic advertising appeal has more positive effect than altruistic advertising appeal, and loss-information framework has more positive effect than benefit-information framework. There exists matching effect between green advertising appeal and information framework. It shows better effect when egoistic advertising appeal matching with loss-information framework while altruistic matching with benefit-information framework and the matching effect positively affects consumer responses. Advertising attitude plays a mediating role between matching effect and green purchase intention. Enterprises should pay attention to the matching effect of green advertising appeal and information framework in developing green marketing strategies of green products to achieve effective green advertising goal.
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Received: 23 August 2018
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