International Journal of Academic Research in Business and Social Sciences

search-icon

Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model

Open access
Following the advertising value model by Ducoffe, this study develops a conceptual framework, which provides several insights. First, three variables consist of informativeness, entertainment, and irritation of advertisement will be directly influencing purchase intention. Secondly, the researcher developed the mediator interaction to reveal the effect of the source of advertisements on influencer credibility between advertising value and sustainable product purchase intention. To address the research objective, an online survey will be carried out based on quantitative research methods. By using a purposive sampling, the Millennial generation were selected as a respondent. Meanwhile, the researcher will analyse data by using PLS SEM. The study was expected to be significant for all the variables. In hence, this study would be benefit for companies and digital marketers to deeply understand how customer view social media advertisement and create more effective advertisement structure.
Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77.
Augustin, M. A., Sanguansri, L., Fox, E. M., Cobiac, L., & Cole, M. B. (2020). Recovery of wasted fruit and vegetables for improving sustainable diets. Trends in Food Science & Technology, 95, 75-85.
Arora, T., & Agarwal, B. (2019). Empirical study on perceived value and attitude of millennials towards social media advertising: a structural equation modelling approach. Vision, 23(1), 56-69.
Banerjee, S., Gulas, C. S., & Iyer, E. (1995). Shades of green: A multidimensional analysis of environmental advertising. Journal of advertising, 24(2), 21-31.
Baum, M., & Christiaanse, K. (2012). City as Loft. City as Loft, Adaptive Reuse as a Resource for Sustainable Urban Development. Zurich, Switzerland: gta Verlag, 8-13.
Bhatt, Y., Ghuman, K., & Dhir, A. (2020). Sustainable manufacturing. Bibliometrics and content analysis. Journal of Cleaner Production, 260, 120988.
Bhattacharyya, J., Balaji, M. S., & Jiang, Y. (2023). Causal complexity of sustainable consumption: Unveiling the equifinal causes of purchase intentions of plant-based meat alternatives. Journal of Business Research, 156, 113511.
Biancardi, A., Colasante, A., & D’Adamo, I. (2023). Sustainable education and youth confidence as pillars of future civil society. Scientific Reports, 13(1), 955.
Blumler, J. G., & Katz, E. (1974). The uses of mass communications: current perspectives on gratifications research. Sage Annual Reviews of Communication Research Volume III.
Tayaa, B. S., & Bouzaabia, R. (2022). The determinants of Tunisian influencer-mompreneurs’ success: an exploratory study of a new form of female web entrepreneurship on Instagram. Journal of Entrepreneurship in Emerging Economies, 14(5), 926-949.
Brydges, T., Henninger, C. E., & Hanlon, M. (2022). Selling sustainability: Investigating how Swedish fashion brands communicate sustainability to consumers. Sustainability: Science, Practice and Policy, 18(1), 357-370.
Chang, H., Zhang, L., & Xie, G. X. (2015). Message framing in green advertising: The effect of construal level and consumer environmental concern. International Journal of Advertising, 34(1), 158-176.
Chwialkowska, A. (2018). Can marketing communication prime you to act ‘Green’?. Management of Sustainable Development, 10(2), 73-86.
Dao, A., Yaro, A. S., Diallo, M., Timbiné, S., Huestis, D. L., Kassogué, Y., ... & Lehmann, T. (2014). Signatures of aestivation and migration in Sahelian malaria mosquito populations. Nature, 516(7531), 387-390.
Davidson-Marquis, F., Gargiulo, J., Gomez-Lopez, E., Jang, B., Kroh, T., Muller, C., ... & Benson, O. (2021). Coherent interaction of atoms with a beam of light confined in a light cage. Light: Science & Applications, 10(1), 114.
Ducoffe, R. H. (1995). How consumers assess the value of advertising. Journal Of Current Issues & Research in Advertising, 17(1), 1-18.
Hasbullah, N. N., Sulaiman, Z., & Mas’od, A. (2020). The effect of perceived value on sustainable fashion consumption in the era of COVID-19: A proposed conceptual framework. Journal of Academic Research in Business and Social Sciences, 10(8), 895-906.
Huo, C., Hameed, J., Zhang, M., Ali, B. M. A. F., & Hashim, A. N. N. A. (2022). Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty. Economic Research-Ekonomska Istraživanja, 35(1), 4710-4739.
Huu, H. N., Nguyen, K. L. D., & Trong, T. N. (2014). Small solar vehicles served in the entertainment parks in vietnam. VNUHCM Journal of Science and Technology Development, 17(4), 77-86.
Janssen, A., Beers, P. J., & van Mierlo, B. (2022). Identity in sustainability transitions: The crucial role of landscape in the Green Heart. Environmental Innovation and Societal Transitions, 42, 362-373.
Janssen, L., Schouten, A. P., & Croes, E. A. (2022). Influencer advertising on Instagram: product-influencer fit and number of followers affect advertising outcomes and influencer evaluations via credibility and identification. International journal of advertising, 41(1), 101-127.
Jaiswal, D., & Kant, R. (2018). Green purchasing behaviour: A conceptual framework and empirical investigation of Indian consumers. Journal of Retailing and Consumer Services, 41, 60-69.
Kassim, N. M., & Ramayah, T. (2015). Perceived risk factors influence on intention to continue using Internet banking among Malaysians. Global Business Review, 16(3), 393-414.
Kautish, P., & Sharma, R. (2020). Determinants of pro?environmental behavior and environmentally conscious consumer behavior: An empirical investigation from emerging market. Business Strategy & Development, 3(1), 112-127.
Kautish, P., Khare, A., & Sharma, R. (2020). Values, sustainability consciousness and intentions for SDG endorsement. Marketing Intelligence & Planning, 38(7), 921-939.
Khan, S. N., & Mohsin, M. (2017). The power of emotional value: Exploring the effects of values on green product consumer choice behavior. Journal of cleaner production, 150, 65-74.
Kim, S., Kim, J., Lee, J. C., & Park, J. (2022). Threat-induced sustainability: How Covid-19 has affected sustainable behavioral intention and sustainable hotel brand choice. Journal of Hospitality & Tourism Research, 10963480221116060.
Kim, Y., & Oh, K. W. (2022). The effect of materialism and impression management purchase motivation on purchase intention for luxury athleisure products: the moderating effect of sustainability. Journal of Product & Brand Management, (ahead-of-print).
Kim, H. M. (2021). What do others’ reactions to body posting on Instagram tell us? The effects of social media comments on viewers’ body image perception. New Media & Society, 23(12), 3448-3465.
Ki, C. W., Chong, S. M., & Ha?Brookshire, J. E. (2020). How fashion can achieve sustainable development through a circular economy and stakeholder engagement: A systematic literature review. Corporate Social Responsibility and Environmental Management, 27(6), 2401-2424.
Kumar, B., Manrai, A. K., & Manrai, L. A. (2017). Purchasing behaviour for environmentally sustainable products: A conceptual framework and empirical study. Journal of Retailing and Consumer Services, 34, 1-9.
Lai, C. K., & Cheng, E. W. (2016). Green purchase behavior of undergraduate students in Hong Kong. The Social Science Journal, 53(1), 67-76.
Lavuri, R. (2022). Organic green purchasing: Moderation of environmental protection emotion and price sensitivity. Journal of Cleaner Production, 368, 133113.
Lee, J., & Rim, H. (2018). Evolution of corporate social responsibility: A content analysis of United States magazine advertising, 1980–2009. Journal of Promotion Management, 24(4), 555-577.
Leonidou, L. C., Samiee, S., Aykol, B., & Talias, M. A. (2014). Antecedents and outcomes of exporter–importer relationship quality: synthesis, meta-analysis, and directions for further research. Journal of international marketing, 22(2), 21-46.
Leong, T. P., & Paim, L. (2015). Mediating effects of intention on the factors affecting organic food products consumption among Chinese generation Y in Malaysia. International Journal of Business Research and Management, 6(1), 1-19.
Liu, M. T., Liu, Y., & Mo, Z. (2020). Moral norm is the key: An extension of the theory of planned behaviour (TPB) on Chinese consumers' green purchase intention. Asia Pacific Journal of Marketing and Logistics, 32(8), 1823-1841.
Luchs, M. G., Brower, J., & Chitturi, R. (2012). Product choice and the importance of aesthetic design given the emotion?laden trade?off between sustainability and functional performance. Journal of Product and Innovation Management, 29(6), 903–916
Lopez-Viso, C., Hodaifa, G., & Munoz, M. J. (2022). Nematode biomass production from sewage sludge as a novel method for circular economy. Journal of Cleaner Production, 330, 129706.
Lukinovic, M., & Jovanovi?, L. (2019). Greenwashing–fake green/environmental marketing. Fundamental and applied researches in practice of leading scientific schools, 33(3), 15-17.
Lyon, T. P., & Maxwell, J. W. (2011). Greenwash: Corporate environmental disclosure under threat of audit. Journal of economics & management strategy, 20(1), 3-41.
Lyon, T. P., & Montgomery, A. W. (2015). The means and end of greenwash. Organization & Environment, 28(2), 223-249.
Martins, J., Costa, C., Oliveira, T., Goncalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387.
McIvor, R., & Bals, L. (2021). A multi-theory framework for understanding the reshoring decision. International Business Review, 30(6), 101827.
Malhotra, N. K., & Malhotra, N. K. (2012). Basic marketing research: Integration of social media. Pearson International Edition.
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers' purchase intention. Journal of Business Research, 94, 378-387.
Suki, M. N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893-2910.
Murillo, E., Merino, M., & Nunez, A. (2016). The advertising value of Twitter Ads: a study among Mexican Millennials. Revista brasileira de gestão de negócios, 18, 436-456.
Nguyen, T. N., Lobo, A., & Nguyen, B. K. (2018). Young consumers’ green purchase behaviour in an emerging market. Journal of Strategic Marketing, 26(7), 583-600.
Ogiemwonyi, O., Harun, A. B., Othman, B. A., Ismael, A. D., & Ali, R. (2019). Key issues and challenges of green consumer in consuming green product an Insight from the emerging country: Malaysia. International Journal of Psychosocial Rehabilitation, 23(2), 514-528.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134.
Pham, T. H., Nguyen, T. N., Phan, T. T. H., & Nguyen, N. T. (2019). Evaluating the purchase behaviour of organic food by young consumers in an emerging market economy. Journal of Strategic Marketing, 27(6), 540-556.
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385-393.
Salem, M. (2016). Factors affecting consumer attitudes, intentions and behaviors toward SMS advertising in Palestine. Indian Journal of Science and Technology, 9(4).
Sander, F., Fohl, U., Walter, N., & Demmer, V. (2021). Green or social? An analysis of environmental and social sustainability advertising and its impact on brand personality, credibility and attitude. Journal of Brand Management, 28, 429-445.
Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58-69.
Shaw, A. (2018). Towards sustainable cities in India. Sustainable Urbanization in India: Challenges and Opportunities, 23-37.
Shukla, S. (2019). A study on millennial purchase intention of green products in India: applying extended theory of planned behavior model. Journal of Asia-Pacific Business, 20(4), 322-350.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal Of Current Issues & Research in Advertising, 26(2), 53-66.
Szabo, S., & Webster, J. (2021). Perceived greenwashing: the effects of green marketing on environmental and product perceptions. Journal of Business Ethics, 171, 719-739.
Tateishi, E. (2018). Craving gains and claiming “green” by cutting greens? An exploratory analysis of greenfield housing developments in Iskandar Malaysia. Journal of Urban Affairs, 40(3), 370-393.
Tee, P. K., Lim, K. Y., Ng, C. P., & Wong, L. C. (2022). Trust in green advertising: Mediating role of environmental involvement. Int J Acad Res Bus Soc Sci, 12(1), 1771-1786.
Wang, X., Zheng, J., Tang, L. R., & Luo, Y. (2023). Recommend or not? The influence of emotions on passengers’ intention of airline recommendation during COVID-19. Tourism Management, 95, 104675.
White, K., MacDonnell, R., & Dahl, D. (2011). It’s the mindset that matters: the role of construal level and message framing in influencing consumer conservation behaviors. ACR European Advances.
Wu, C., Wu, F., Lyu, L., Huang, Y., & Xie, X. (2022). Communication-efficient federated learning via knowledge distillation. Nature communications, 13(1), 2032.
Xie, C., Yu, J., Huang, S. S., & Zhang, J. (2022). Tourism e-commerce live streaming: Identifying and testing a value-based marketing framework from the live streamer perspective. Tourism Management, 91, 104513.
Yadav, R., & Pathak, G. S. (2016). Young consumers' intention towards buying green products in a developing nation: Extending the theory of planned behavior. Journal of Cleaner Production, 135, 732-739.
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological economics, 134, 114-122.