Abstract
This research focuses on the Xiaohongshu platform and explores which green product advertising can have a greater impact on consumers’ green purchasing behaviour, to explore optimized green advertising strategies. Based on the theoretical foundations of constrained behaviour theory (CLT), signal transduction theory, the theory of consumption values, and other theoretical foundations, the model uses relevant mediating factors to connect the path between green product advertising strategy and green purchase intention. This model provides new theoretical support for the antecedent path of consumers’ green purchasing behaviour, and at the same time provides reference significance for the promotion of green products on the green emerging social e-commerce platform taking Xiaohongshu as an example.
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Acknowledgments
The work described in this paper was supported by grants from the Zhejiang Provincial Federation of Social Sciences, grant number 2023N009; the Humanities and Social Sciences Research Project of Zhejiang Provincial Department of Education, grant number Y202248811; and the Zhejiang Province Undergraduate Innovation and Entrepreneurship Training Program, S202210337052.
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Wang, J., Cao, C. (2023). Mechanisms of Green Product Advertisements on Xiaohongshu that Influence Consumers’ Purchase: Exploring Green Product Strategies. In: Stephanidis, C., Antona, M., Ntoa, S., Salvendy, G. (eds) HCI International 2023 Posters. HCII 2023. Communications in Computer and Information Science, vol 1835. Springer, Cham. https://doi.org/10.1007/978-3-031-36001-5_53
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