环境信息对乳制品广告效果的影响研究

Research on the Influence of Environmental Claims on Dairy Advertising

以有机乳制品广告为例,探究了不同环境信息对绿色广告效果的影响,以及消费者受到广告刺激后如何通过内在心理活动形成消费意愿和行为。基于S-O-R模型理论构建了环境信息影响乳制品绿色广告效果的概念模型,运用实验法探究了变量之间的相互关系并进行了检验。结果表明:实质性环境信息比联想性环境信息的广告效果更好;自我认知一致性对环境信息影响广告效果存在显著中介作用。基于上述结论,为乳制品企业设计绿色广告提出建议。

Taking organic dairy advertising as an example,this paper explored the influence of different environmental information on the effect of green advertising,and explored how consumers formed consumption intentions and behaviors through internal psychological activities after being stimulated by advertising.Based on the S-O-R model theory,this study constructect framework for environmental information influencing the green advertising effect of dairy products.This study used the experimental method to explore the relationship between variables,and obtain relevant research conclusions.The results showed that:The influence of substantial environmental claim on dairy advertising was better than the associative environmental claim,and self-cognition consistency had a significant mediating effect between environmental information and advertising effect.On the above,this paper put forward some suggestions for dairy enterprises to the design of green advertisements.