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The appeal of green advertisements on consumers' consumption intention based on low-resource machine translation

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Abstract

To study the impact of the appeal of green advertisements on consumers' consumption intention, this paper first studies low-resource language machine translation based on Internet of Things (IoT) edge computing. Some related theories, such as low-resource language machine translation (MT) and the appeal of green advertisements, are introduced. Secondly, the questionnaire survey is taken as the research method. Additionally, citizens of a city in China are selected as a research sample to study the relationship between the egoistic and altruistic appeal of green advertisements and impression management mechanisms, the mediating effect of green product attitudes, and consumers' purchase intentions, and draw relevant conclusions. The research results manifest that the low-resource language machine translation based on IoT edge computing has excellent performance, effectively improving the work efficiency and accuracy of low-resource language machine translation. For well-known brands, consumers are mainly young people aged between 26 and 35, and most of these young people have a bachelor’s degree. After low-resource language MT interprets the appearance and experience of clothing products, there will be gaps in the actual situation. However, most consumers will still consider continuing to buy such products. In the impression management mechanism, the direct effect value and the mediation effect value of altruistic green advertising are 4.8642 and 4.563, respectively; the values of egoistic green advertising are 5.3652 and 5.89621, respectively. Product attitudes under the altruistic appeal of green advertisements are better than the egoistic appeal. In addition, product attitude will play a partial intermediary role between the altruistic and egoistic appeal of green advertisements and purchase intention. On account of low-resource language MT, this research analyzes the influence of green advertising appeal on consumers' willingness to consume, enriches the relevant theories of consumers' green purchasing willingness and advertising demand, and provides a theoretical basis for subsequent research on the internal impact. It also provides the relevant mechanism of green advertising demand on purchase intention, constructive advertising and marketing suggestions for enterprises, and promotes the green and healthy development of enterprises.

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Data availability statement

The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.

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Acknowledgements

The authors acknowledge the help from their university colleagues.

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Authors and Affiliations

  1. School of Economics and Management, China University of Mining and Technology, Xuzhou, 221000, China

    Xue Yu

  2. School of Art, Anhui University of Finance and Economics, Bengbu, 233000, China

    Xue Yu

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Correspondence to Xue Yu.

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Yu, X. The appeal of green advertisements on consumers' consumption intention based on low-resource machine translation. J Supercomput 79, 5086–5108 (2023). https://doi.org/10.1007/s11227-022-04846-0

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