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Do consumers like altruistic message in green advertising? (presented at The Sixth International Conference on Entrepreneurship and Business Management (ICEBM 2017) Hanoi, Vietnam – November 16-17, 2017)
Bibliografi
Author:
Laksmidewi, Theresia Dwinita
Topik:
green advertising
;
consumer altruism
;
JABFUNG-FEB-TDL-2022-17
Bahasa:
(EN )
Penerbit:
Management Department Master of Management Tarumanagara Center for Entrepreneurial Studies
Tempat Terbit:
Hanoi
Tahun Terbit:
2017
Jenis:
Papers/Makalah - pada seminar internasional
Fulltext:
17 Do Consumers Like Altruistic Message In Green Advertising.pdf
(2.4MB;
5 download
)
Abstract
Companies provide information about the environmental performance of their products through green advertising. The phenomenon of green products advertising in Indonesia shows the use of self-benefits and social benefits in their ad message. The purpose of this study is to examine whether green advertising containing social benefits (altruistic message) can create more positive response compared to green ad containing self-benefits (egoistic message). The research was conducted using experimental method, with print ads as stimulus. The results show that purchase intention is more positive in the altruistic message condition than in the egoistic message condition. The effect of green message in ad on purchase intention is moderated by consumer altruism. The moderating role of consumer altruism is significant when consumer altruism is high. Furthermore, the result indicates that altruistic message in green ad also has a positive effect on the product quality perception and has a positive effect on purchase intention as a result. In this case, consumer’s likes or dislikes toward advertising messages have no mediation role.
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