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24 October 2023 Research on the influence of green advertising creativity on environmental consumption in the context of ecological civilization
Yu Wang, Yanrui Jia, Quanbing Ma
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Proceedings Volume 12804, Second International Conference on Sustainable Technology and Management (ICSTM 2023); 1280423 (2023) https://doi.org/10.1117/12.3005691
Event: 2nd International Conference on Sustainable Technology and Management (ICSTM2023), 2023, Dongguan, China
Abstract
With the implementation of the sustainable development strategy in China and the high-quality development of ecological civilization construction, the advertising creative industry has ushered in a new development opportunity with the emergence of "green, environmentally friendly" as the main form of advertising creativity. In the advertising industry, advertising creativity conveys consumer concepts and product-related information to consumers, so as to influence consumer motivation. Therefore, this paper focuses on analyzing the influence of advertising creativity on consumers' concept of environmental protection, and uses quantitative research methods to construct a consumer motivation model by combining the ROI theory with the theory of environmental protection consumption motivation after elaborating the relevant theories of green advertising creativity. Relevant data are collected through questionnaires, and SPSS data analysis method is used to draw relevant conclusions, which provide enterprises with suggestions for green marketing with the help of advertising creativity. The suggestions are to lead the environmental protection consumption with green consumption values, to focus on the enhancement of the perceived value of the products under the green advertising creativity, and to focus on the enhancement of the concepts conveyed by the green advertising creativity.
(2023) Published by SPIE. Downloading of the abstract is permitted for personal use only.
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Yu Wang, Yanrui Jia, and Quanbing Ma "Research on the influence of green advertising creativity on environmental consumption in the context of ecological civilization", Proc. SPIE 12804, Second International Conference on Sustainable Technology and Management (ICSTM 2023), 1280423 (24 October 2023); https://doi.org/10.1117/12.3005691
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KEYWORDS
Reliability
Analytical research
Emotion
Sustainability
Data analysis
Pollution
Statistical analysis
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