The Influence of the Form of the Advertisement on Consumer Purchase Intention with Regard to Consumer's Environmental Attitude

The aim of the thesis is to verify how the form of an advertising message, working with the motive of environmental protection, influences the consumer's purchase intention. The thesis is partly based on the study of Chang et al. (2015), which distinguishes between a low-level construal (concrete way of thinking, used to depict close events, contextualized, detailed depiction) and a high-level construal (abstract way of thinking, distant events, decontextualized depiction) from the perspective of the advertising message, and between a gain or loss frame. However, in contrast to the replicated study, the research design is enriched by the consumer's environmental attitude based on the study Liu, Teng, and Han (2020) and the purchase intention of sustainable footwear. Methodologically, the thesis builds on a questionnaire survey compiled from eastern studies. ANOVA, linear regression analysis and t-test were used to evaluate the data. Linear regression analysis showed no evidence of the existence of an effect of the form of advertising on consumer purchase intention.