Consumers' green involvement and the persuasive effects of emotional versus functional ads

Jörg Matthes, Anke Wonneberger and Desirée Schmuck

Journal of Business Research, 2014, vol. 67, issue 9, 1885-1893

Abstract: This study compares the effects of four types of ads: a functional green ad promoting the environmental advantages of a product, an emotional green ad using a visual representation of pleasant natural scenery, a mixed type green ad using functional and emotional strategies, and a control group. Findings of an experimental study using a representative sample of U.S. consumers suggest that both the emotional and the mixed-type ads significantly affect brand attitude, mediated by attitude toward the ad. These effects do not depend on consumers' green involvement. Functional ads, in contrast, only impact brand attitudes when involvement, measured as green purchase behavior or green product attitudes, is high.

Keywords: Green advertising; Green involvement; Environmental concern; Brand attitude; Attitude toward the ad (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (44)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:9:p:1885-1893

DOI: 10.1016/j.jbusres.2013.11.054

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