Impact of the anti-consumption lifestyle on brand attitudes via green advertising: The moderating effect of message types
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Author(s)Hee Jung LeeLink to ORCID Index: https://orcid.org/0000-0003-4128-1251
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DOIhttp://dx.doi.org/10.21511/im.17(2).2021.06
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Article InfoVolume 17 2021, Issue #2, pp. 58-68
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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.
Acknowledgment
This work was supported by the Kyonggi University Research Grant 2019.
- Keywords
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JEL Classification (Paper profile tab)M31, M37, Q54
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References55
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Tables1
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Figures2
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- Figure 1. Research model
- Figure 2. The results of the analysis of the entire study
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- Table 1. Mean, standard deviation and correlations
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Identification of green marketing strategies: perspective of a developing country
Maria Hayu Agustini 
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Sentot Suciarto Athanasius ,
Berta Bekti Retnawati
doi: http://dx.doi.org/10.21511/im.15(4).2019.04
Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. However, attention to the importance of green marketing strategies has been relatively limited compared to its importance as a viable strategy, and this happens, particularly, in developing countries. As a result, the green marketing strategies of companies in developing countries are not yet fully recognized. So, this study is intended to explore marketing practices of the selected companies in Indonesia. The research is a case study of three selected companies producing herbal medical drinks, natural spa-related beauty products, and natural coloring fabric. They were selected for several reasons: producing of green products, conducting of green practices, and marketing the products abroad. In-depth interview of the owner or in-charged manager of each company was used to obtain the data about its marketing practices. The data were then classified into four Ps of marketing mix, and interrelationship concepts generated from the data were systematically identified using NVivo to get clear picture of their marketing strategy. The results indicated that the companies undertook only quasi green marketing: dealt with green product and conducted green practices but did not apply green pricing, green distribution, and green promotion. This brings implication for companies marketing a green product to take advantage by differentiating their product based on the green characteristics of the product. This study also contributes to knowledge about green marketing strategy in a developing economy that is still limited.
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The linkage between green banking practices and green loyalty: A customer perspective
Deepthi S. Pawar ,
Jothi Munuswamy
doi: http://dx.doi.org/10.21511/bbs.17(3).2022.17
Banks and Bank Systems Volume 17, 2022 Issue #3 pp. 201-212 Views: 1302 Downloads: 473 TO CITE АНОТАЦІЯThe aim of this study is to explore the bank customers’ perceptions towards green banking practices. This study uses a convenient sampling method. Pre-tested questionnaires were employed to collect data. The data were collected conveniently from 358 bank customers. However, the final sample includes 304 responses after ignoring null responses (n = 304). The Structural equation modeling (SEM) was applied for the analyses. The significant results of the study indicate that green banking practices positively influence green image (p = 0.001) and green trust (p = 0.025), while it does not significantly affect green loyalty (p = 0.642). The mediation analysis reveals that green image mediates the relationship between green banking practices and green loyalty, while green trust does not mediate the relationship between the same. The results have practical implications for banking institutions in India to recognize the importance of environmental initiatives in influencing the decisions of bank customers.
