Machine Learning-Based Analysis of Green Advertising Appeals, Brand Awareness, and Self-Construal on Purchase Intention

Different types of consumers display varied preferences for green advertising appeals, and different green advertising appeals generate different effects on consumers’ perceived value and purchase intentions. Should companies adopt emotional appeals or rational appeals when dealing with different types of consumers? Which form of advertisement is more effective? Targeting university students as the main consumer group for investigation, this study employs two scenario simulation experiments and questionnaire surveys to explore the intrinsic connection between green advertising appeal methods and consumers’ purchase intentions. The findings show: Consumers with independent self-construal prefer rational green advertising appeals, whereas consumers with interdependent self-construal prefer emotional green advertising appeals. Consumers prefer emotional green advertising when they are highly aware of the brand, whereas they lean towards rational green advertising when their awareness of the brand is low. Consumers’ perceived value mediates the interactive effects of self-construal/brand awareness and green advertising appeal methods on purchase intentions. In this work, support vector machine (SVM) models are used to analyze the data and further validate the findings.