电商平台绿色营销中利益诉求的情境化影响

The Contextualized Impact of Benefit Appeals in Green Marketing on E-Commerce Platforms

摘要: 在绿色消费成为主流趋势的背景下，电商平台中绿色产品的营销信息设计成为影响购买转化的关键。然而，消费者对绿色产品的态度与实际购买行为之间常存在“绿色信任鸿沟”。本研究旨在探究电商环境中绿色产品营销信息的利益诉求(利己vs.利他)对消费者购买意愿的影响，并重点考察社交媒体环保话题热度在其中的调节作用。研究基于社会影响理论和详尽可能性模型，构建了一个有调节的理论框架。通过实验研究发现：(1) 利己诉求信息总体上比利他诉求更能促进购买意愿；(2) 社交媒体环保话题热度对购买意愿有显著正向影响；(3) 更重要的是，话题热度与信息类型存在显著的交互效应：当话题热度低时，利己诉求的效果显著优于利他诉求；但当话题热度高时，利他诉求的效力显著增强，甚至超越利己诉求。本研究揭示了社交媒体舆论环境对绿色产品营销效果的动态塑造机制，强调议题一致性在社会验证中的关键作用，为电商平台及卖家制定情境化的绿色营销沟通策略提供了重要启示。

Abstract: Against the backdrop of green consumption becoming a mainstream trend, the design of marketing information for green products on e-commerce platforms has emerged as a critical factor influencing purchase conversion. However, there often exists a “green trust gap” between consumers’ attitudes toward green products and their actual purchasing behavior. This study aims to explore the impact of green product marketing appeals (self-interest vs. altruism) on consumer purchase intentions in the e-commerce context, with a focus on the moderating role of social media environmental topic popularity. Grounded in social influence theory and the elaboration likelihood model, the research constructs a moderated theoretical framework. Experimental findings reveal: (1) Self-interested appeals generally outperform altruistic appeals in fostering purchase intentions; (2) Social media environmental topic popularity significantly positively influences purchase intentions; (3) More importantly, a significant interaction effect exists between topic popularity and message type: when topic popularity is low, self-interested appeals significantly surpass altruistic appeals in effectiveness; but when topic popularity is high, the efficacy of altruistic appeals markedly strengthens and even surpasses self-interested appeals. This study uncovers the dynamic shaping mechanism of social media discourse environments on green product marketing effectiveness, highlights the pivotal role of topic alignment in social validation, and provides critical insights for e-commerce platforms and sellers in formulating context-specific green marketing communication strategies.