An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators
Abstract
:1. Introduction
2. Theoretical Background and Hypothesis Development
2.1. Effects of Advertising Appeals on Intention to Use Bio-Nanomaterial Plastics
2.2. Moderation of the Performance Orientation
2.3. Moderation of the Institutional Collectivism
3. Materials and Methods
3.1. Participants and Procedures
3.2. Instrumentation
3.2.1. Ad-Stimuli
3.2.2. Individual’s Perception of Eco-Friendly Advertising Appeals (IPEA)
3.2.3. Cultural Dimensions
3.2.4. Intention to Use Bio-Nanomaterial Plastics (IBP)
3.2.5. Control Variables
4. Results
4.1. Preliminary Analysis
4.2. Hypothesis Testing
5. Discussion
5.1. Theoretical and Managerial Implications
5.2. Limitations and Future Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Demographic | Frequency | Percentage |
---|---|---|
Sex | ||
Male | 216 | 59.3 |
Female | 148 | 40.7 |
Education | ||
Primary School | 28 | 7.7 |
High School (Matriculation) | 95 | 26.1 |
Undergraduate | 162 | 44.5 |
Master and Above | 79 | 21.7 |
Income (Pakistan Rupees) | ||
Low Income (10,000–30,000) | 119 | 32.7 |
Middle Income (31,000–75,000) | 162 | 44.5 |
High Income (76,000–above) | 83 | 22.8 |
Age Group | ||
18–30 | 187 | 51.4 |
31–44 | 109 | 29.9 |
45–above | 68 | 18.7 |
PO –Ad Appeal | Mean | IPEA | IBP | PO |
IPEA | 4.26 | 1 | ||
IBP | 4.39 | 0.49 * | 1 | |
PO | 4.81 | 0.41 * | 0.54 * | 1 |
IC –Ad Appeal | Mean | IPEA | IBP | IC |
IPEA | 4.32 | 1 | ||
IBP | 4.40 | 0.32 * | 1 | |
IC | 4.34 | 0.35 * | 0.46 * | 1 |
Models | χ2 | df | χ2/df | GFI | TLI | IFI | CFI | RMSEA |
---|---|---|---|---|---|---|---|---|
PO –Ad Appeal | 589.11 | 412 | 1.43 | 0.93 | 0.95 | 0.96 | 0.96 | 0.032 |
IC –Ad Appeal | 567.38 | 341 | 1.66 | 0.94 | 0.96 | 0.97 | 0.97 | 0.030 |
Indicators | PO (Model) | IC (Model) | |
---|---|---|---|
Variables | Loadings | Loadings | |
Individuals’ perception Eco-friendly Ads | IPEA1 (PO) | 0.80 * | |
IPEA2 (PO) | 0.87 * | ||
IPEA3 (PO) | 0.92 * | ||
IPEA1 (IC) | 0.86 * | ||
IPEA2 (IC) | 0.78 * | ||
IPEA3 (IC) | 0.75 * | ||
IBP1 (PO) | 0.83 * | ||
IBP2 (PO) | 0.63 * | ||
IBP3 (PO) | 0.75 * | ||
IBP4 (PO) | 0.78 * | ||
IBP5 (PO) | 0.67 * | ||
IBP1 (IC) | 0.69 * | ||
IBP2 (IC) | 0.73 * | ||
IBP3 (IC) | 0.68 * | ||
IBP4 (IC) | 0.76 * | ||
IBP5 (IC) | 0.83 * | ||
Cultural Dimension: PO | PO1 | 0.69 * | |
PO2 | 0.83 * | ||
PO3 | 0.71 * | ||
PO4 | 0.89 * | ||
Cultural Dimension: IC | IC1 | 0.66 * | |
IC2 | 0.72 * | ||
IC3 | 0.65 * | ||
IC4 | 0.70 * |
PO –Ad Appeal | α | CR | AVE | IPEA | IBP | PO |
IPEA | 0.83 | 0.91 | 0.75 | (0.86) | ||
IBP | 0.72 | 0.85 | 0.54 | 0.21 * | (0.73) | |
PO | 0.77 | 0.88 | 0.62 | 0.27 * | 0.25 * | (0.78) |
IC –Ad Appeal | α | CR | AVE | IA | IG | IC |
IPEA | 0.89 | 0.82 | 0.63 | (0.79) | ||
IBP | 0.82 | 0.86 | 0.55 | 0.31 * | (0.74) | |
IC | 0.76 | 0.83 | 0.54 | 0.16 * | 0.29 * | (0.73) |
Stepwise Moderation | Model 1 | Model 2 |
---|---|---|
Dependent Variables: IBP | ||
Step 1: Independent Variables: IPEA and Control Variables | 0.32 * (2.63) | 0.32 * (2.63) |
PO | 0.44 * (5.12) | 0.44 * (5.12) |
R2 Step 2: Moderator IPEA × PO | 0.52 | |
0.14 * (2.32) | ||
R2 | 0.67 | |
ΔR2 | 0.15 | |
Dependent Variables: IBP | ||
Step 1: Independent Variables: IPEA and Control Variables | 0.41 * (3.12) | 0.41 * (3.12) |
IC | 0.36 * (4.23) | 0.36 * (4.23) |
R2 Step 2: Moderator IPEA × IC | 0.52 | |
0.17 * (2.49) | ||
R2 | 0.61 | |
ΔR2 | 0.09 |
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Raza, S.H.; Zaman, U.; Iftikhar, M.; Shafique, O. An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators. Int. J. Environ. Res. Public Health 2021, 18, 791. https://doi.org/10.3390/ijerph18020791
Raza SH, Zaman U, Iftikhar M, Shafique O. An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators. International Journal of Environmental Research and Public Health. 2021; 18(2):791. https://doi.org/10.3390/ijerph18020791
Chicago/Turabian StyleRaza, Syed Hassan, Umer Zaman, Moneeba Iftikhar, and Owais Shafique. 2021. "An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators" International Journal of Environmental Research and Public Health 18, no. 2: 791. https://doi.org/10.3390/ijerph18020791