Communicating Green Marketing Appeals Effectively

Hsuan‐Hsuan Ku · Chien‐Chih Kuo · Ching-Luen Wu · Chih‐Ying Wu

85 citations0/0 files storedJournal of Advertising

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Environmental Sustainability in Business Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

This study investigates the effect of consumers' self-regulatory focus on their response to green versus nongreen advertising appeals in terms of perceived attractiveness and purchase intention. Study 1 finds that prevention-focused participants are more strongly persuaded when “product-related” appeals emphasize green rather than nongreen product attributes, whereas the converse holds true for those who are promotion-focused. Study 2 finds that with respect to “non—product-related” appeals and for both categories of self-regulatory focus, green is significantly more persuasive than nongreen. Purchasing decisions by promotion-focused individuals are found to reflect a concern for experiential advancement; prevention-focused counterparts are motivated to minimize loss.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1997Beyond pleasure and pain.1991Effects of Price, Brand, and Store Information on Buyers' Product Evaluations 2001Targeting consumers who are willing to pay more for environmentally friendly products 1997Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making 2004Bringing the Frame Into Focus: The Influence of Regulatory Fit on Processing Fluency and Persuasion.2001Achievement orientations from subjective histories of success: Promotion pride versus prevention pride 2001“I” Seek Pleasures and “We” Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion

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