scholarly journals Impact of the anti-consumption lifestyle on brand attitudes via green advertising: The moderating effect of message types

2021 ◽  
Vol 17 (2) ◽  
pp. 58-68
Author(s):  
Hee Jung Lee
Keyword(s):  
Process Model ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Brand Attitudes ◽  
Warm Glow ◽  
Environmental Benefit ◽  
South Korean ◽  
Green Advertising ◽  
Positive Effect ◽  
Insight Into

The purpose of this study is to examine how anti-consumption lifestyles affect the brand attitude through the benefits (utilitarian environmental and warm glow) of green advertising. It has been confirmed that the message types used in the advertising can influence the evaluation of brand attitudes, depending on whether the focus is on promotion or prevention. Respondents were gathered from 265 South Korean consumers. The survey data were regressed and the research hypothesis was verified using the Process Model. As a result, the anti-consumption lifestyle positively affects the brand attitude of green advertising through warm glow (βindirect = .073) and utilitarian environmental benefit (βindirect = .217). These results revealed that the anti-consumption lifestyle can influence brand attitude through warm glow and utilitarian environmental benefit. In particular, when the moderating effect of message types is verified, the warm glow can have a more positive effect on brand attitudes through a promotion-focused message (β = .1559, p = .05), and the utilitarian environmental benefit can have a more positive effect on brand attitudes through a prevention-focused message (β = –.226, p = .024). In conclusion, this study can provide insight into the lifestyle of target customers of eco-friendly advertisements and message types used in advertisements. AcknowledgmentThis work was supported by the Kyonggi University Research Grant 2019.

scholarly journals The Stress–Burnout Relationship: Examining the Moderating Effect of Physical Activity and Intrinsic Motivation for Off-Job Physical Activity

2019 ◽  
Vol 67 (7) ◽  
pp. 350-360 ◽  
Author(s):  
Sandrine Isoard-Gautheur ◽  
Clément Ginoux ◽  
Markus Gerber ◽  
Philippe Sarrazin
Keyword(s):  
Physical Activity ◽  
Intrinsic Motivation ◽  
Process Model ◽  
High Stress ◽  
Well Being ◽  
Moderating Effect ◽  
Job Burnout ◽  
The Relationship ◽  
Health And Well Being ◽  
Insight Into

Current research highlights the need to critically examine the factors that can reduce the relationship between work stress and burnout to improve employee health and well-being, as well as to create healthier workplaces. The objective of this study was to enhance insight into the association between stress and job burnout by testing the moderated moderating effect of off-job physical activity (PA) and intrinsic motivation for off-job PA on this association. A total of 369 university staff (70% females) completed a web survey comprising measures of perceived stress, job burnout, PA, and intrinsic motivation for PA. A three-way conditional process model revealed that the “Stress × PA” interaction was significant for cognitive weariness, and that the three-way interaction between “Stress × PA × Intrinsic Motivation for PA” was significantly related to job burnout, and to cognitive weariness. The results highlight (a) that stress was associated with higher levels of job burnout; (b) that under a high stress condition, PA was negatively linked to cognitive weariness; and (c) that intrinsic motivation for PA reinforced the positive moderating effect of PA on the stress–burnout relationship, especially when stress is high.

scholarly journals STUDI TENTANG EFEK GREEN ADVERTISING PADA INTENSI MEMBELI DENGAN PERILAKU PEDULI LINGKUNGAN SEBAGAI MODERASI

2017 ◽  
Vol 20 (1) ◽  
pp. 35
Author(s):  
Dwinita Laksmidewi
Keyword(s):  
Consumer Behavior ◽  
Experimental Method ◽  
Direct Effect ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Green Advertising ◽  
Behavior Study ◽  
Green Behavior ◽  
Positive Effect

Studi ini bertujuan meneliti apakah iklan bertema lingkungan (green advertising) memiliki efek yang positif terhadap perilaku konsumen. Penelitian menggunakan metode eksperimen yang terdiri dari 2 studi. Hasil studi 1 memperlihatkan bahwa green advertising berpengaruh positif terhadap intensi membeli, melalui mediasi brand attitude dan sikap terhadap iklan. Perilaku peduli lingkungan memiliki peran moderasi, green advertising dapat berpengaruh langsung terhadap intensi membeli pada konsumen yang memiliki perilaku peduli lingkungan yang sangat tinggi. Studi 2 menunjukkan bahwa apabila konsumen diberikan pengetahuan tentang isu lingkungan, maka green advertising akan berpengaruh positif terhadap brand attitude, yang kemudian berpengaruh terhadap intensi membeli.This study aims to examine whether green advertising has positive effect on consumer behavior. The study uses an experimental method that consists of two studies. Study 1 results show that green advertising have positive effect on purchase intention, through the mediation of brand attitude and attitude toward advertising. Green behavior has a moderation role; green advertising has direct effect on purchase intention when consumers have a high green behavior. Study 2 shows that brand attitude will be higher when consumers have highenvironmental knowledge, and then should have a positive effect on purchase intention as the result.

Understanding Health Behavior: An Integrated Model for Social Marketers

2008 ◽  
Vol 14 (2) ◽  
pp. 2-32 ◽  
Author(s):  
Magdalena Cismaru ◽  
Anne M. Lavack ◽  
Heather Hadjistavropoulos ◽  
Kim D. Dorsch
Keyword(s):  
Health Behavior ◽  
Social Marketing ◽  
Transtheoretical Model ◽  
Process Model ◽  
Decision Making Process ◽  
Extended Parallel Process Model ◽  
Behavioral Theories ◽  
Health Related ◽  
Social Marketing Campaigns ◽  
Insight Into

Many effective social marketing campaigns seek to change health-related behavior by utilizing various health-protective behavioral theories. In this article, we review and integrate three such theories: protection motivation theory (PMT), the extended parallel process model (EPPM), and the transtheoretical model (TTM). We highlight how EPPM and TTM can be used to refine PMT by adding insight into the decision-making process involved when consumers consider whether or not to follow a particular recommended health behavior. Specifically, the development of an integrated PMT model can provide insight into the characteristics of people more or less likely to change, what happens when persuasion fails, and what can be done to increase persuasion. Developing an integrated PMT model opens new avenues of research that have the potential to increase our understanding of behavior and assist in creating more persuasive social marketing campaigns.

scholarly journals Factor Affecting Attitude and Purchase Intention of Luxury Fashion Product Consumption: A Case of Korean University Students

2020 ◽  
Vol 12 (18) ◽  
pp. 7497
Author(s):  
Maidul Islam ◽  
Bidhanchandra Nahakpam Singh
Keyword(s):  
College Students ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Brand Attitudes ◽  
Factors Affecting ◽  
South Korean ◽  
Product Consumption ◽  
Luxury Products ◽  
Korean College Students

The purpose of this study was to look into the factors affecting South Korean college students’ luxury goods purchases and their intent to buy them. A conceptual model was proposed and was tested by several hypotheses. Data were collected from Seoul, Daegu, and Daejeon in South Korea. A total of 153 respondents took part in this survey, which was conducted on brand awareness, social contrast, acquisitive, innovation in fashion, engagement in fashion, buying luxury brand attitudes, and buying interest of luxury products. Factor analysis and regression analysis were done to test the hypotheses by using SPSS. The results of this study indicated a significant positive relationship between the buying intention of luxury products and brand awareness, social contrast, and innovation in fashion. This paper help manufacturer and marketing managers to make better marketing strategies for college students.

How does renqing influence purchase intentions in the Chinese business-to-business context?

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xun Zhang ◽  
Biao Xu ◽  
Jun Wu
Keyword(s):  
Positive Relationship ◽  
Purchase Intentions ◽  
Moderating Effect ◽  
Content Type ◽  
Mediating Role ◽  
Chinese Business ◽  
The Relationship ◽  
Business To Business ◽  
Positive Effect

Purpose This study aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese business-to-business (B2B) context. Design/methodology/approach Renqing in China has played an important role in business relationships and has been receiving increased attention in both practice and theory. However, little is known about whether it can influence purchase intentions in a rational B2B condition. This research aims to examine the relationship between renqing and purchase intentions and the mechanism of its impact in the Chinese B2B context. Based on a survey of 1,010 industry buyers from 468 Chinese downstream buyer companies, the empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of long-term orientation (LTO) for increasing purchase intentions. In addition, this study also finds that product involvement (PI) has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. The results highlight several implications for B2B companies that sell products to Chinese enterprises. Findings The empirical findings indicate a positive relationship between renqing and purchase intentions and the mediating role of LTO for increasing purchase intentions. In addition, this study also finds that PI has a negative moderating effect on the relationship between renqing and purchase intentions, which means that renqing has a big positive effect on purchase intentions in low PI conditions. Originality/value First of all, by answering the research question, this study shows that renqing has a positive effect on purchase intentions in Chinese B2B context. Second, this study elucidates the influence mechanism of renqing on purchase intention and identifies the mediating effect of LTO and the moderating effect of PI.

Restaurant dependence/autonomy in the supply chain and market responsiveness

2018 ◽  
Vol 30 (9) ◽  
pp. 2945-2964 ◽  
Author(s):  
Meehee Cho ◽  
Mark A. Bonn ◽  
Alex Susskind ◽  
Larry Giunipero
Keyword(s):  
Information Technology ◽  
Supply Chain ◽  
Technology Adoption ◽  
Moderating Effect ◽  
Hierarchical Regression ◽  
Content Type ◽  
Information Technology Adoption ◽  
Supply Relationship ◽  
Market Responsiveness ◽  
Positive Effect

Purpose This study aims to understand how restaurant dependence and autonomy within the supply chain influence market responsiveness. An examination of influences related to improving market responsiveness was also conducted by investigating the moderating roles of information technology adoption and trust. Design/methodology/approach Hierarchical regression models were developed to test the hypothesized relationships. In particular, data were obtained from only independent restaurant owners and managers because of their ability to select and determine their own suppliers. Findings Results revealed that restaurant autonomy from suppliers has a more positive effect on market responsiveness than supplier dependence. The moderating test results revealed that information technology adoption significantly improved the relationships between restaurant dependence and market responsiveness, while exhibiting no significant moderating effect. Restaurant trust in suppliers significantly improved the positive effect of autonomy upon market responsiveness; however, it had no significant moderating effect on this link. Originality/value This study was conducted to identify what types of supplier relationships should be pursued to improve the independent restaurant’s ability to effectively respond to market conditions. The findings regarding the moderating effects of information technology adoption and trust provided clear evidence that buyer–supply relationship strategies should be developed in consideration of those distinguishable characteristics unique to the operations and environment of independent restaurants. Practical implications Findings can be applied to developing desirable relationships with suppliers characterized by restaurant dependence or autonomy and contribute to improving managerial actions for independent restaurants involving adopting information technology and building trust.

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