绿色情感诉求对绿色购买决策过程的影响机制

Mechanism of Green Emotional Appeals Impacting on the Green Purchase Decision-making Process

影响绿色购买决策过程的绿色诉求广告可以分为理性诉求和情感诉求,相对于理性诉求,情感诉求往往对绿色购买决策过程有更重要的影响。关注消费者的情感需求,注重绿色广告信息中情感诉求的表达,在新时代的绿色诉求广告中异常重要和关键。基于情感行为反应理论和购买决策过程理论,提出绿色情感诉求-内外情景变量-绿色购买决策过程的理论模型假设;以节能环保冰箱的绿色购买决策过程为例,400个有效被试参加4×2×2个实验组,通过网络在线实验收集一手数据;运用方差分析模型和阶层回归模型考察不同绿色情感诉求对绿色购买决策过程的影响效应和作用机理,重点探究正面情感诉求与负面情感诉求之间的差异,并验证绿色涉入度和儒家价值观在模型中的调节效应。研究结果表明,绿色情感诉求中传递正面情感诉求更能产生积极效果,即相对于负面情感诉求(负能量),正面情感诉求(正能量)对绿色购买决策过程的影响更显著;绿色情感诉求对绿色购买决策过程的作用不受消费者与情感对象间心理距离的影响,即自豪诉求与赞赏诉求的影响没有显著差异,内疚诉求与鄙视诉求的影响也基本没有显著差异;广告态度和感知价值能显著中介绿色情感诉求对购买意向的影响,对比两个变量的中介效应,广告态度的中介效应更大,中介路径也更重要;不同情景特征消费者对绿色情感诉求的绿色购买决策过程不同,对于高绿色涉入度、高儒家价值观消费者,绿色情感诉求对其绿色购买决策过程的作用更显著;绿色涉入度和儒家价值观对解释变量与结果变量之间的直接路径不存在调节作用,但对于感知价值与购买意向这一间接路径存在正向调节作用。研究结论对企业和政府部门的绿色情感诉求策略提供了重要借鉴价值。

Advertisements urging people to make green purchases can be classified as either rational （cognitive） appeals or emo- tional （affective） appeals, with the latter likely to have the greater influence on the green purchase decision-making process. It is thus crucially important for the green appeals to pay close attention to the emotional needs of potential consumers and set great store on the articulation of emotional appeals in green advertisements. Based on theories of emotional behavior response and the purchase decision-making process, this paper proposes a theoreti- cal model of ＂Green emotional appeal/internal and external situational variables/purchase decision-making process＂. Taking the purchase decision-making process of energy-saving and eco-friendly refrigerators as an example, the paper＇s primary data is from an online experiment involving 4 x 2 x 2 Chinese experimental groups with a total of 400 participants to study the influence of dif- ferent emotional appeals on green purchase decisions. Variance analysis and hierarchical regression models are used to explore the difference between positive and negative emotional appeals, and measure the moderating effect of green involvement and Con- fucian values. The main findings are that positive emotional appeals （ positive energy） have a more pronounced influence on green purchase decisions than negative emotional appeals （negative energy）. And the function of emotional appeals is unaffected by the psycho- logical distance between consumers and emotional targets. That is, positive appeals to pride and admiration, or negative appeals to guilt and disdain, have no significant impact. However, advertising attitude and perceived value can have a mediating effect, with advertising attitude being more marked. Moreover, how much emotional appeals affect green purchase decisions depends on the different situational characteristics of the consumers, with the effect being more significant for those with a high green involve- ment and high Confucian values. However, green involvement and Confucian values have no moderating effect on the direct path between the explanatory and result variables, but can significantly moderate the indirect path between perceived value and pur- chase intention. These findings may help enterprises and government departments in their choice of green emotional appeal strate- gies.