哈尔滨工业大学管理学硕士学位论文
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摘要
伴随着经济的快速发展、环境问题的不断出现以及消费者对于绿色生活
方式的追求，传统的营销方式已不能很好地满足消费者的需求，为了赢得广
大消费者的信任，企业已慢慢从传统营销转向了绿色营销，绿色营销逐渐成
为了企业战略的核心组成部分。为了满足消费者绿色消费的需求，越来越多
的广告以环保为主题，将环境保护的理念融入到广告中，以此来吸引绿色消
费者的注意。本文基于这样的背景，探究不同的绿色广告诉求方式与消费者
购买意愿之间的相关关系。首先，本研究采用文献研究法对绿色广告诉求方
式、品牌知名度、调节定向、购买意愿等的国内外研究现状进行了分析和梳
理，提出了不同的绿色广告诉求方式与消费者购买意愿之间相关关系的模型
和假设，确定每一因素的测量维度以及每一个变量的量表的选取。其次，采
用内容分析法，为本文设计了不同的绿色广告诉求方式。然后，以大学生和
部分社会人士作为研究对象设计了三组实验：实验一探究了不同绿色广告诉
求方式下品牌知名度对消费者购买意愿的影响；实验二探究了不同绿色广告
诉求方式下消费者的调节定向对其购买意愿的影响；实验三探究了品牌知名
度在调节路径中的调节作用。最后，采用统计分析法对所收集到的有效的实
验数据进行分析以验证模型假设
通过对三组实验数据的整理与分析，得出以下结论：实验一的的数据分
析结果表明：当品牌知名度较高时，感性绿色广告诉求方式比理性绿色广告
诉求方式更能提升消费者的购买意愿；当品牌知名度较低时，理性绿色广告
诉求方式比感性绿色广告诉求方式更能提升消费者的购买意愿。实验二的数
据分析结果表明：对于具有促进定向的消费者，与理性绿色广告诉求方式相
比，感性绿色广告诉求方式更能提升消费者的购买意愿；对于具有防御定向
的消费者，与感性绿色广告诉求方式相比，理性绿色广告诉求方式更能提升
消费者的购买意愿。实验三的数据分析结果表明：在产品为知名品牌的情况
下，对于具有促进定向的消费者，感性绿色广告诉求方式比理性绿色广告诉
求方式更能提升其购买意愿，对于具有防御定向的消费者，理性绿色广告诉
求方式比感性绿色广告诉求方式更能提升消费者的购买意愿；在产品为不知
名品牌的情况下，无论是具有促进定向的消费者还是具有防御定向的消费者，
理性绿色广告诉求方式都比感性绿色广告诉求方式更能提升其购买意愿。最
哈尔滨工业大学管理学硕士学位论文
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后，根据结论本研究对提升广告效果提出了一些管理建议
关键词：绿色广告诉求方式；品牌知名度；调节定向；购买意愿
哈尔滨工业大学管理学硕士学位论文
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Abstract
With the rapid development of the economy, the continuous emergence of
environmental problems and the pursuit of the consumer's green lifestyle, the
traditional marketing method can not meet the needs of consumers well. In order
to win the trust of the consumers, the enterprise has gradually shifted from the
traditional marketing to the green marketing, and the green marketing has
gradually become the core component of the enterprise strategy. In order to meet
the needs of consumers' green consumption and enhance the environmental
orientation of the enterprises in the eyes of the consumers, the advertisement for
the theme of environmental protection is beginning to appear, that is, green
advertising. Based on this background, this paper discusses the relationship
between different green advertising appeals and consumers' purchase intention.
First of all, this study uses literature research method to analyze and summary
the domestic and foreign research status of green advertising appeal, brand
awareness, regulation focus, purchase intention and so on. It puts forward
different models and assumptions of different green advertising appeals and
consumers' purchase intention, and determines the measurement dimensions of
each factor and the selection of a variable's scale. Secondly, using the content
analysis method, this article designs different green advertising appeals, that is,
the rational green advertising appeal and the emotional green advertising appeal.
Then, the experimental study method was used to design three groups of
experiments with college students and some social people as research subjects.
Experiment 1 explored the influence of brand awareness on the purchase
intention of different green advertising appeals; experiment 2 explored the
influence of regulation focus on purchase intention under different green
advertising appeals; experiment 3 explored the moderating effect of brand
awareness on the adjustment path. Finally, statistical analysis is used to analyze
the collected experimental data to verify the hypothesis.
Through the arrangement and analysis of the three groups of experimental
data, the following conclusions are drawn: the result of the experiment l data
shows that, when the brand awareness is high, the emotional green advertising
哈尔滨工业大学管理学硕士学位论文
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appeal can improve the consumer's purchase intention more than the rational
green advertising appeal; when the brand awareness is low, the rational green
advertising appeal is reasonable. This way can improve consumers' purchase
intention more than emotional green advertising appeal. The result of the data
analysis of experiment 2 shows that the emotional green advertising appeal can
improve the consumer's purchase intention in comparison with the rational green
advertising appeals for the promotion-focus consumers , the rational green
advertising appeal can improve the consumer's purchase intention in comparison
with the emotional green advertising appeals mode for the prevention-focus
consumers. The results of data analysis in experiment 3 shows that, in the case of
well-known brand, the emotional green advertising appeal can improve the
purchase intention more than the rational green advertising appeal for the
promotion-focus consumers, the rational green advertising appeal can improve
the consumer's purchase intention in comparison with the emotional green
advertising appeals mode for the prevention-focus consumers. In the case of
unknown brand, whether it is the promotion-focus or prevention-focus
consumers ,the rational green advertising appeal can improve the purchase
intention more than the emotional green advertising appeal. Finally, According to
the conclusion, this study puts forward some management suggestions to
improve the advertising effectiveness.
Keywords: green advertising appeal, brand awareness, regulatory focus,
purchase intention。