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首页> 外文期刊>Journal of Business Research >Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern
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Consumer attitude and purchase intention toward green energy brands: The roles of psychological benefits and environmental concern

机译：消费者对绿色能源品牌的态度和购买意愿：心理利益和环境关注的作用

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This paper suggests that advertising campaigns directed at increasing consumer demand for green energy should emphasize not only environmental concern and utilitarian benefits, but also psychological brand benefits. The theoretical framework proposes three distinct psychological benefit categories potentially enhancing consumer attitudes toward green energy brands and increasing purchase intentions: warm glow, self-expressive benefits, and nature experiences. A sample of 726 consumers was exposed to experimental advertisements for a fictitious green energy brand. Findings confirm most predicted effects and underline the overall significance of psychological brand benefits. Only self-expressive benefits do neither affect participants' attitudes toward the experimental brand nor their purchase intentions. Nature experience has the strongest influence on brand attitude. Multi-group structural analysis shows that the nature experiences level evoked by the advertisements moderates the effects of the behavioral antecedents studied on brand attitude and purchase intention. The findings provide keys to improving green energy branding and advertising strategy.
机译：本文建议针对消费者不断增长的绿色能源需求的广告活动不仅应强调环境问题和功利主义利益，还应强调心理品牌利益。该理论框架提出了三种截然不同的心理利益类别，它们可能会增强消费者对绿色能源品牌的态度并增加购买意愿：温暖的光芒，自我表达的利益和自然体验。抽样的726名消费者接触了一个虚拟绿色能源品牌的实验性广告。研究结果证实了大多数可预测的效果，并强调了心理品牌收益的总体意义。只有自我表达的利益才不会影响参与者对实验品牌的态度或购买意图。自然体验对品牌态度的影响最大。多组结构分析表明，广告所唤起的自然体验水平适度研究了行为前因对品牌态度和购买意愿的影响。研究结果为改善绿色能源品牌和广告策略提供了关键。

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