Internet Marketing Applications for Green Products: Based on Regulatory Focus Theory

DOI

10.2991/978-94-6463-210-1_28How to use a DOI?

Keywords

Regulatory theory; Green product purchase intention; Internet marketing; Experimental study

Abstract

The rapid development of the Internet has made “Internet marketing” a popular marketing method for various enterprises. In order to better promote green products through internet marketing, this paper empirically examines the effect of regulatory focus (RF) on the purchase of green products by conducting a two-factor ANOVA with 2 (RF: promotion vs prevention) * 2 (product type: green vs non-green). The findings show that the interaction between RF and product type is significant, with consumers in the promotion focus being more likely to purchase green products than those in the prevention focus.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yihui Qu
PY  - 2023
DA  - 2023/07/25
TI  - Internet Marketing Applications for Green Products: Based on Regulatory Focus Theory
BT  - 2023 4th International Conference on E-Commerce and Internet Technology (ECIT 2023)
PB  - Atlantis Press
SP  - 220
EP  - 225
SN  - 2589-4943
UR  - https://doi.org/10.2991/978-94-6463-210-1_28
DO  - 10.2991/978-94-6463-210-1_28
ID  - Qu2023
ER  -