广告信息属性对消费者参与绿色品牌价值共创的影响

The Impact of Advertising Information Attributes on Consumers′ Participation in Green Brand Value Co-creation

在国家“双碳”发展目标的推进下,消费者参与绿色品牌价值共创成为企业成功构建绿色品牌的关键。以共情为中介变量,环境知识为调节变量,构建了广告信息属性对消费者参与绿色品牌价值共创影响的概念模型,并利用419份消费者样本对假设进行了检验。研究发现:广告信息属性对消费者参与绿色品牌价值共创有显著正向影响;广告信息属性对共情有显著正向影响;共情在广告信息属性对消费者参与绿色品牌价值共创的影响中发挥部分中介作用;环境知识对共情与消费者参与绿色品牌价值共创关系间的正向调节作用不显著。

Under the promotion of the national "Carbon peaking and carbon neutrality" development goal, consumers′ participation in green brand value co-creation has become the key to the successful construction of green brands. Taking empathy as mediating variable and environmental knowledge as moderating variable, this paper constructs a conceptual model of the impact of advertising information attributes on consumers′ participation in green brand value co-creation, and uses 419 consumer samples to test the hypothesis. The research finds that advertising information attributes have a significant positive impact on consumers′ participation in green brand value co-creation;advertising information attributes have a significantly positive impact on empathy;empathy plays a partial mediating role in the impact of advertising information attributes on consumers′ participation in green brand value co-creation;the positive moderating effect of environmental knowledge on the relationship between empathy and consumers′ participation in green brand value co-creation is not obvious.