Journal of Advertising · 1995 · 403 citations · 26 references
BusinessMarketingMarketing ManagementAdvertisingConsumer BehaviorPersuasionAdvertising PersuasionAdvertising PsychologyConsumer InvolvementConsumer Attitudes Toward AdsGreen Advertising AppealsGreen Product AttributesGreen Purchase BehaviorGreen Purchasing AttitudesPersuasive Advertising AppealsPurchase Intent VariablesSalience
This study examined how consumers responded to different print advertisements for a green laundry detergent. In a laboratory experiment, participants viewed either a green appeal emphasizing environmental attributes or a non‑green appeal emphasizing cost savings, while their environmental involvement was measured. For highly environmentally involved consumers, purchase intent, attitude, and support arguments did not differ between appeals, but for less involved consumers the green appeal was significantly more persuasive.
Abstract Abstract This research examined how consumers responded to different print advertisements for a green laundry detergent. Hypotheses based on the salience literature were developed and tested in a laboratory experiment. One group considered a "green" appeal which emphasized the environmental attributes of the product. Another group considered a "non-green" appeal which emphasized the cost-saving attributes of the product. We measured each subject's involvement with the environment. Our results showed that for those highly involved with the environment, there were no significant differences in purchase intent, attitude toward the ad, and support arguments between appeals. However, for those less involved with the environment, the green appeal was significantly more persuasive than the non-green appeal in terms of the same variables.
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