Issue |
E3S Web Conf.
Volume 409, 2023
International Conference on Management Science and Engineering Management (ICMSEM 2023)
|
|
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Article Number | 01013 | |
Number of page(s) | 12 | |
Section | Sustainable Development | |
DOI | https://doi.org/10.1051/e3sconf/202340901013 | |
Published online | 01 August 2023 |
Is It Effective for Companies to Pretend to Care for the Environment? Research on the Impact of Corporate Environmental Claims on Word-of-mouth Recommendation
Business School, Sichuan University, Chengdu 610065, People’s Republic of China
* e-mail: zhaoyichen@stu.scu.edu.cn
In the era of Internet business, online word-of-mouth recommendation has become a key factor affecting consumers’ decision-making. Enterprises increase consumers’ willingness to recommend their brands by word of mouth in various ways. This paper mainly studies the influence of corporate environmental claims on consumers’ intention of word-of-mouth recommendation, and explores the roles of different advertising appeals in such process. Independent sample T-test, regression analysis, and cross-test analysis were assumed to study the differences of consumers’ word-of-mouth recommendation intention in response to different environmental claims and the mediating effect of green trust in influencing the consumers. The results showed that: consumers are more willing to recommend a brand by word-of-mouth when facing substantive environmental claims than associative environmental claims, and in this process, green trust serves as a mediator between corporate environmental claims and consumers’word-of-mouth recommendation intention; environmental advertising by green value appeal can encourage more word-of-mouth recommendation intention than environmental advertising by fear appeal.
Key words: Corporate environmental / Advertising / Appeal / Green trust / Moderating effect
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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