Data underlining publication; Communicating sustainable shoes to mainstream consumers:the impact of advertising design on buying intention

The masterdata used in the Article "Communicating sustainable shoes to mainstream consumers: the impact of advertisement design on buying intention" available athttps://www.mdpi.com/2071-1050/7/7/8420<br><br>We studied the effect of advertisement elements (layout color, benefit type, and heritage) on the products’ perceived sustainability, quality and fashion image, and buying intentions of mainstream consumers. Two hundred adults participated in a study that was based on a 2 (red vs. green layout) × 2 (personal vs. environmental benefit) × 2 (local vs. global heritage) between-subjects factorial design of a sustainable shoe advertisement. The impact of these independent variables on product image as well as on buying intention was analyzed by means of three-way ANOVAs.<br>

本主数据集取自发表于https://www.mdpi.com/2071-1050/7/7/8420的论文《向主流消费者传播可持续鞋履：广告设计对购买意愿的影响》。

本研究探讨了广告元素（版面色彩、利益类型与品牌传承）对产品感知可持续性、品质及时尚形象，以及主流消费者购买意愿的影响。本研究共招募200名成年参与者，以可持续鞋履广告为实验材料，采用2（版面色彩：红色vs绿色）×2（利益类型：个人利益vs环境利益）×2（品牌传承：本土vs全球）的被试间因子设计。本研究通过三因素方差分析（three-way ANOVAs），检验了上述自变量对产品形象及购买意愿的影响效应。