Handwritten or Machine‐Written? The Interaction Between Green Advertising Appeals and Typefaces on Product Purchase Intentions

Abstract

ABSTRACT Packaging typefaces significantly influence consumer attitudes toward brands and products. However, the interaction effect between typeface and advertising appeal remains underexplored in green advertising. By conducting three experiments with different stimuli, this study examined how this interaction affects consumers' purchase intentions in green advertisements. Green advertisements using handwritten typefaces were more effective at increasing purchase intention, relative to machine‐written typefaces, when emphasizing other‐benefit appeals compared to self‐benefit appeals. This interaction effect was mediated by psychological closeness. Furthermore, the interaction effect between machine‐written typefaces and self‐benefit appeals was mediated by the product's perceived competence. For this green advertisement configuration, cool‐hued typefaces were found to be more effective at increasing consumers' purchase intentions than warm‐hued typefaces. These findings offer novel insights into the interactions between typeface, advertising appeal, and typeface hue, providing practical guidance for developing effective visual strategies in green marketing.

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