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Title: Impact of message involvement on Attitudes and purchase intentions Towards green advertising
Researcher: Angeline gautami Fernando
Guide(s): Suganthi L
Keywords: Elaboration Likelihood Model
Green marketing
Protection Motivation Theory
Upload Date: 10-Feb-2015
University: Anna University
Completed Date: 01/10/2014
Abstract: Green marketing is an imperative rather than an option in the face newlineof rising environmental problems Increasing consumption is causing a newlinedevastating effect on the natural environment and marketing can no longer newlineafford to ignore this resource Green advertising has restricted itself mostly to newlineunderstanding the green consumer alone despite researchers pointing out that newlinethis would amount to green marketing myopia Hence green marketing needs newlineto target all consumers rather than the green niche alone Enduring newlineinvolvement with the environment environment concern has been the focus newlineof most green advertising studies although it does always translate to purchase newlineintentions Irrespective of enduring involvement with the environment newlinesituational involvement can create high involvement with the green newlineadvertising message Based on the Elaboration Likelihood Model ELM this newlineresearch examines the impact of both enduring and situational involvement on newlineresponses to green advertising Perceived risk is an important antecedent of newlinesituational involvement and fear appeals are used to increase perceived risk so newlinethat the recipient systematically processes a message newlineIn this research consumers are presented with realistic threats to newlinecreate awareness about the health risks posed by indiscriminate consumption newlineThe appeal is designed using a framework based on the Protection Motivation newlineTheory PMT to heighten message involvement and thus persuade newlineconsumers to purchase green products newline newline
Pagination: xxxvii, 360p.
Appears in Departments:Faculty of Management Studies

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02_certificate.pdf723.87 kBAdobe PDFView/Open
03_abstract.pdf13.47 kBAdobe PDFView/Open
04_acknowledgement.pdf6.64 kBAdobe PDFView/Open
05_content.pdf59.01 kBAdobe PDFView/Open
06_chapter1.pdf20.18 kBAdobe PDFView/Open
07_chapter2.pdf127.57 kBAdobe PDFView/Open
08_chapter3.pdf57.07 kBAdobe PDFView/Open
09_chapter4.pdf235.2 kBAdobe PDFView/Open
10_chapter5.pdf49.7 kBAdobe PDFView/Open
11_chapter6.pdf707.62 kBAdobe PDFView/Open
12_chapter7.pdf35.77 kBAdobe PDFView/Open
13_appendix.pdf7.26 MBAdobe PDFView/Open
14_reference.pdf116.2 kBAdobe PDFView/Open
15_publication.pdf6.34 kBAdobe PDFView/Open

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