企业环保主张对消费者绿色购买意愿的影响机制研究

在广告设计中如何使用环保主张是影响广告效果和公司声誉的一项重要决策。基于此，文章引入归因理论和精细加工可能性模型对企业环保主张的效果和发生机制进行分析。结果表明：相较于关联型环保主张，消费者面对实质型环保主张时的绿色购买意愿更高；消费者环境关注调节了环保主张对绿色购买意愿的影响，即相较于关联型（实质型）环保主张，高环境关注（低环境关注）的消费者面对实质型（关联型）环保主张时绿色购买意愿更强；同时消费者的CSR内部动机感知在环保主张对消费者绿色购买意愿的影响中起中介作用。文章丰富了绿色广告理论体系，为增强企业环保主张的说服效果提供了理论依据。

Research on the Influence Mechanism of Corporate Environmental Claims on Consumers' Green Purchase Intention

It is an important decision for enterprises to apply environmental claims in advertising design, since it may influence advertising effects and company reputation. On this basis, thispaper introduces attribution theory and elaboration likelihood model to analyze the effect and mechanism of enterprises’ environmental claims on consumers’ green purchase intention. The results show that: Consumers are more willing to purchase green products in the face of substantive claims than associative claims. Consumers environmental concern moderates the impact of environmental claims on green purchase intention, which means that consumers with high environmental concern (vs low environmental concern) are more willing to purchase green products in the face of substantive (vs associative) environmental claims than those with associative (vs substantive) environmental claims. Furthermore, consumers’ perception of CSR intrinsic motives plays a mediating effect on the impact of environmental claims on consumers’ green purchase intention. This paper enriches the green advertising theory, which can provide a theoretical basis to enhance the persuasion effect of enterprise environmental claims.