친환경 패션 브랜드의 광고소구 전략: 환경관여도와 자아-제품동일시의 연속매개효과를 중심으로

초록

The purpose of this study is, first, to examine the effects of advertising appeal types (functionaloriented appeal vs. value-oriented appeal) of eco-friendly fashion brands on cognitive attitudes (environmental involvement, self-product congruence), emotional attitudes (advertisement attitude, product attitude), and behavioral attitudes (purchase intention). Second, the study aims to verify the sequential mediating effects of cognitive attitude variables (environmental involvement, self-product congruence) in the relationships between the type of advertising appeal and the outcomes. The results show that, first, value-oriented appeals have a more positive impact on environmental involvement, self-product congruence, advertisement attitude, and product attitude compared to functional-oriented appeals. However, no direct effect of advertising appeal type on purchase intention was observed. Second, it was found that the advertising appeal type indirectly affects advertisement attitude, product attitude, and purchase intention through the sequential mediation of environmental involvement and self-product congruence. Specifically, for advertisement attitude and product attitude, a partial sequential mediation effect of environmental involvement and self-product congruence was confirmed, while for purchase intention, a full sequential mediation effect was observed.Based on these findings, the academic significance and practical implications of the study are discussed.

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