关键词: 绿色价值,动机归因,绿色广告主张,体验型服务,信用型服务

Abstract: Along with the environmental degradation and the progressive enhancement of the consumers’ awareness of ecological environment, green ads claims are more and more frequently appearing. For that reason, this paper introduces the green value perceived by consumers to try to reveal the inherent utility mechanism of the interaction between the claim type and motivation of green ads under the guidance of the attribution theory. The analysis of the experimental data shows that the motive attribution can adjust the impact of green ads claim type on consumers’ decisions. When consumers have active attributions toward green ads, compared with the associative ad claim type, substantive ad claim type can generate better brand attitudes, more favorable brand evaluation and higher purchase intention from consumers; on the contrary, when consumers perceive the negative motivations of companies in green ads, their interests can be hardly aroused, no matter what kind of ad claim is put forward. In addition, the results of the mediate function analysis indicate that the consumers’ perception of green value is the mediating variable affecting the interaction between ad claim and attribution.

Key words: green value perception; motive attribution; green ad. claims; experience services; credence services