感知
价值主张
广告
框架(结构)
服务主导逻辑
价值(数学)
营销
消费(社会学)
消费者行为
业务
可持续消费
心理学
服务(商务)
经济
工程类
微观经济学
计算机科学
生产(经济)
社会学
神经科学
机器学习
社会科学
结构工程
作者
Zhang Yan,Jiaqi Liu,LI Xiao-yong
标识
DOI:10.3389/fpsyg.2024.1339197
摘要
Amid the expanding green consumer market, companies are increasingly emphasizing their eco-friendly contributions in advertising. This study delves into the value delivery process within green consumption, guided by the service-dominant logic (S-D logic). A survey-based experiment with 589 responses reveals that the information frame in advertising significantly impacts consumer value perceptions and purchase intentions. Notably, the temporal frame of advertising plays a pivotal role, influencing consumers' value perceptions. Future framing enhances emotional value perceptions, while past framing promotes environmental value perceptions. This research enhances our understanding of value delivery mechanisms in green consumption and holds valuable implications for marketers of sustainable products.
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