Artikel

The effects of green consumer empowerment in advertising on corporate evaluations and purchase intention: the case of organic food

This research aims to investigate the potential of consumer empowerment, the activation of consumers' perceived power over companies, to achieve improved advertising effects for organic food compared to only communicating ecological benefits (classical green appeals). Two online experiments were conducted to analyze the ad effectiveness for consumers' responses including their evaluations of the company and purchase intentions (nStudy1 = 294; nStudy2 = 457). Results indicate that green empowerment ads reach overall better performance to increase people's perceived customer orientation and purchase intentions compared to green appeals, while similar effects are identified for perceived corporate environmental responsibility. Empowerment tactics are especially effective when consumers perceive the supplier to be a larger, high-resource company compared to a smaller, low-resource one. The significant effects of perceived corporate resources also indicates that smaller companies should use differentiated ad strategies depending on if they intend to enhance consumers' purchase intentions or their environmental reputation.

Sprache
Englisch

Erschienen in
Journal: Review of Managerial Science ; ISSN: 1863-6691 ; Volume: 16 ; Year: 2021 ; Issue: 6 ; Pages: 1877-1909 ; Berlin, Heidelberg: Springer

Klassifikation
Management
Socialist Systems and Transitional Economies: Urban, Rural, and Regional Economics
Thema
Green advertisement
Consumer empowerment
Customer orientation
Organic food

Ereignis
Geistige Schöpfung
(wer)
Yang, Xisi
Weber, Anja
Grimm, Anna-Katharina
Ereignis
Veröffentlichung
(wer)
Springer
(wo)
Berlin, Heidelberg
(wann)
2021

DOI
doi:10.1007/s11846-021-00495-4
Letzte Aktualisierung
10.03.2025, 11:42 MEZ

Datenpartner

Dieses Objekt wird bereitgestellt von:
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.

Objekttyp

  • Artikel

Beteiligte

  • Yang, Xisi
  • Weber, Anja
  • Grimm, Anna-Katharina
  • Springer

Entstanden

  • 2021

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