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Green advertising is one of the important tools for companies to carry out marketing activities, and it is especially important for green brand owners to improve the persuasive effect of green advertising. Existing studies focus on the effectiveness of green advertising from the level of message content and message expression, but there is little research to assess the advertising effectiveness of green advertising being “well said” from the perspective of message quality. This article constructs a theoretical framework based on the theory of communication persuasion to assess the effect of perceived message quality on the consumer’s green response to green advertising. Study 1 constructs an econometric regression model by crawling unstructured data, such as green ad review texts through Python, and verifies that consumers’ green responses (green purchase intention and green sharing intention) are mainly influenced by green ad information usefulness, information attractiveness and information truthfulness. Study 2 further tested the direct role of perceived green advertising information quality on the consumer’s green response by constructing structural equation models with situational experimental data, and verified the mediating role of green competence trust and green value trust in the process of perceived green advertising information quality influence on the consumer’s green response. These findings provide a new theoretical perspective on the effectiveness of green advertising, while providing practical guidance for green brand owners to develop green advertising strategies and assess green advertising quality.
Wang et al. (Fri,) studied this question.