The Research on Consumer´s Attitude to Green Ad Appeal Strategy - The Empirical Study from the Perspective of Attribution Theory

Previous studies suggested that 95% of Chinese consumers had come across green advertisements and they reacted well to those ads. This paper based on attribution theory investigates the effect of green ad appeal strategy (ad types and green appeal strength) to consumer´s attribution and attitude by the format of 2*2 experimental designs. The consequence indicates that consumer´s attribution can load on two independent factors, altruistic and self-serving motives. Secondly, the ad type has no effects on consumer´s attribution but has effects on consumer´s attitude. Thirdly, strong green appeal will generate consumer´s altruistic attribution and more favorable attitude. Besides, consumer´s attribution has positive relationship with consumer´s attitude.