Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising on Brand Attitude and Purchase Intention

• In Event: Proenvironmental Behaviour and Attitudes

Abstract

We tested the effects of environmental brand attributes and nature imagery in green advertising on brand attitude and purchase intention. A quota sample of 456 consumers was exposed to one of three print ads: a functional ad, a nature ad featuring both a pleasant nature image and functional attributes, and a non-green ad. The results indicate that the functional ad increased perceptions of utilitarian environmental brand benefits and, consequently, positively affected purchase intention, which was partially mediated by attitudes toward the brand. The combined nature ad increased perceptions of both utilitarian environmental brand benefits and the virtual experience of nature. Perceived virtual nature experience had an additional positive influence on consumers’ brand attitudes and purchase intention. These effects of the combined nature ad were even stronger on highly involved consumers. The implications of these results for researchers and marketers are discussed.

Authors

• Desiree Schmuck, U of Vienna

• Jorg Matthes, U of Vienna

• Brigitte Naderer, U of Vienna

• Maren Beaufort, Austrian Academy of Sciences - Institute for Comparative Media and Communication Studies