Can green advertising increase consumers' purchase intention of electric vehicles? An experimental study from China

Abstract

Electric vehicles can mitigate global warming by eliminating carbon dioxide emissions. Conveying the above green information and other electric vehicle information through green advertising may increase consumers' purchase intentions. However, little literature has explored the relationship between green advertising and consumers' intention to buy electric vehicles. This paper uses an experimental method to analyse the nexus between green advertising and consumers' purchase intention of electric vehicles. The results show that: (1) compared with non-green advertising, green advertising can significantly increase consumers' purchase intentions for electric vehicles; (2) green perceived value and green product attitude are the two main channels through which green advertising affects consumers' purchase intention; (3) both of high environmental attitude and strong impression management motivation can enhance the influence of green advertising on consumers' purchase of electric vehicles. The research sheds light on the impact mechanism of green advertising and provides a new marketing instrument for sellers to promote electric vehicle sales.