Consumers are increasingly worried that their current consumption patterns have negative environmental impacts, which in turn shapes their green purchase intentions. Based on the signaling theory and stimulus–organism–response model, the purpose of this research is to construct a theoretical framework to understand consumer intentions to buy eco‐labeled products. Empirical results from 671 questionnaires show that as expected, green advertising receptivity positively affects intention, and the relationship between green advertising receptivity and intention is also moderated by promotion focus and mediated by system trust and personal trust. However, the relationship between green advertising receptivity and purchase intention is not moderated by prevention focus. Hence, this research suggests that stakeholders should conduct truthful green advertising campaigns to dispel consumer suspicion and target different consumers with different green advertising and marketing campaigns to increase sales.
Air quality, especially haze pollution, has become an important issue that threatens the sustainable development and health of human beings. To study and formulate effective environmental regulations to control and reduce the concentration of PM 2.5 in the air, especially to clarify the effect of the relevant emission trading system on the emission reduction of air pollutants is a research topic with important practical signi cance and theoretical value. Previous studies on the environmental effects of emissions trading system (ETS) generally focused on carbon emission and their intensity, instead of focusing on the synergistic governance effects between ETS and PM 2.5 . Based on the PSM-DID method, this paper selects PM 2.5 damage and other related data from 147 countries in the World Development Index (WDI) database. This paper examined whether the EU ETS has a spillover effect on PM 2.5 damage reduction, and further discussed the related impact mechanisms and approaches. The research results show that the EU ETS has promoted the reduction of PM 2.5 damage, and at different stages of implementation, the impact of the EU ETS on the reduction of PM 2.5 damage has a dynamic effect. After discussion, it is found that ETS mainly affects PM 2.5 emission reduction through two channels: pollution industry transfer, industrial structure upgrading and green technology innovation. Finally, this paper gives relevant policy suggestions, which can encourage companies to achieve carbon emission reduction targets while helping to reduce PM 2.5 emissions, and eventually achieve a win-win situation between economic growth and environmental improvement.
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