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The First-person Effect of Green Advertising

Author

Listed:
  • Chiou-Fong Wei
  • Bruce C Y Lee
  • Kai-ting Wei
  • Yao Chen

Abstract

Research on people’s perceptions of media effects had been focused on third-person effect of negative information, whereas the first-person effect of positive information was less explored. This paper aims to investigate the drivers of the first-person effect of green advertising and its behavioral consequences. An online questionnaire survey was used to collect data, obtaining 414 valid questionnaires that were analyzed using Partial Least Squares structural equation modeling. The result indicates that (1) the first-person effect existed in green advertising; (2) social desirability, environmental involvement, and advertising involvement had positive impact on the first-person effect, which in turn, led to green supportive behavior. In addition, this study proposes relevant theoretical implications and practical applications, as well as suggests for future research directions.  JEL classification numbers: M37.

Suggested Citation

  • Chiou-Fong Wei & Bruce C Y Lee & Kai-ting Wei & Yao Chen, 2024. "The First-person Effect of Green Advertising," Advances in Management and Applied Economics, SCIENPRESS Ltd, vol. 14(3), pages 1-5.
    • Handle: RePEc:spt:admaec:v:14:y:2024:i:3:f:14_3_5
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    References listed on IDEAS

    as
    1. Chiou‐Fong Wei & Chang‐Tang Chiang & Tun‐Chih Kou & Bruce C Y Lee, 2017. "Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 626-639, July.
    2. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    3. Naresh K. Malhotra & Sung S. Kim & Ashutosh Patil, 2006. "Common Method Variance in IS Research: A Comparison of Alternative Approaches and a Reanalysis of Past Research," Management Science, INFORMS, vol. 52(12), pages 1865-1883, December.
    4. Agnieszka Chidlow & Emmanuella Plakoyiannaki & Catherine Welch, 2014. "Translation in cross-language international business research: Beyond equivalence," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 45(5), pages 562-582, June.
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    More about this item

    Keywords

    First-person effect; Social desirability; Environmental involvement; Advertising involvement.;
    All these keywords.

    JEL classification:

    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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