The role of conspicuous consumption intention in the effect of the perceived status of individuals in environmental advertisements on the consumer purchase intention

The increase in environmental awareness has also been reflected in marketing practices. In this context, it is seen that environmentalist messages are frequently included in advertisements. In addition, one of the important ways to increase advertising effectiveness is the effective use of resources in advertising. These resources positively affect the purchasing intentions of consumers. At this point, individuals think that the resource will have a similar status by adopting consumption habits. One of the main reasons for this situation is the conspicuous consumption intention. From this point of view, experimental design was created in order to examine the relationships between conspicuous consumption intention, purchase intention and the status level of the source subject to advertising. Data were collected from two different samples exposed to environmentalist advertisements involving individuals with high and low status. The analysis of the study was carried out using SPSS 20 and Amos 20 programs in line with the data obtained from 494 participants. Normality, validity and confirmatory factor analysis were performed to evaluate the research scales. Before testing the research hypotheses, the effect of the environmental manipulation method used in the research was evaluated. From this point of view, it was observed that the individual with high status was perceived to be substantially higher than the individual with low status. Therefore, it was concluded that the environmental manipulation used in the research was effective. According to the results of the analysis, it was concluded that the purchase intention differed significantly according to the status levels. From this point of view, it was seen that the environmentalist message used in the advertisement was not effective alone. It has been observed that the desire to belong to a group and the desire to attract attention and be different have a significant effect on purchase intention. On the other hand, it was observed that the desire to be prestigious did not have a significant effect on purchase intention. In addition, it was concluded that the status level had a moderator effect on the relationship between the conspicuous consumption intention sub-dimensions and purchase intention.