“利己”还是“利他”?绿色广告诉求对绿色农产品购买意愿的影响研究

“Egoism”or“Altruism”?Research on the Impact of Green Advertising Appeal on Green Agricultural Product Purchase Intention

绿色广告是推动绿色农产品消费的重要工具,但以往研究多关注绿色广告诉求类别的比较分析,忽视了消费者内在心理因素对绿色农产品消费的影响。文章从消费者的心理视角出发,通过3个情景实验进行研究,研究结果表明:(1)相较于利他绿色广告诉求,利己绿色广告诉求更能引起消费者对绿色农产品的购买意愿;(2)自我一致性在绿色广告诉求对消费者绿色农产品购买意愿的影响中起部分中介作用;(3)道德认同能够调节自我一致性在绿色广告诉求与绿色农产品购买意愿之间的中介作用。研究结论能够为农业企业制定有效的绿色农产品广告策略提供借鉴。

Green advertising is an important tool for promoting the consumption of green agricultural products,but previous studies have mostly focused on the comparative analysis of the categories of green advertising demands,neglecting the impact of consum-ers’internal psychological factors on the consumption of green agricultural products.The article starts from the psychological per-spective of consumers and conducts research through three situational experiments.The research results show that:(1)compared to altruistic green advertising demands,self-interest green advertising demands are more likely to arouse consumers’willingness to purchase green agricultural products;(2)Self consistency plays a partial mediating role in the impact of green advertising demands on consumers’willingness to purchase green agricultural products;(3)Moral identity can mediate the mediating effect of self con-sistency between green advertising demands and willingness to purchase green agricultural products.The research conclusion can provide reference for agricultural enterprises to develop effective green agricultural product advertising strategies.