绿色产品与广告诉求匹配效应的理论分析与实证检验

绿色产品与广告诉求之间的匹配关系成为当前绿色营销课题中的核心问题。理论分析得出，对于自利型绿色产品，理性诉求对消费者的广告态度和购买意愿的影响更为积极，而对于利他型绿色产品，情感诉求表现的更为积极。实验结果充分证明了两个理论假设。

Theoretical Analysis and Empirical Test of the Matching Effect Between Green Product and Advertising Appeals

The matching relationship between green products and advertising appeals becomes the key problem in the current green marketing topics. Our theoretical analysis comes to the conclusion that rational appeals to the consumer advertising attitude and purchase intention are more positive for the type of green products and emotional appeals are more positive for altruistic green products. The experiment results fully prove the two theoretical assumptions. Research conclusion provides meaningful guidance in market communication of enterprises which carry out the green marketing.