Abstract: How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgement Theory, we construct hypotheses and test them across three experiments. Results provide converging evidence that messages placed on social media with low-information and high-fear (emotional) appeals are most effective at generating purchase intent and digital engagement. Moreover, pollution ideation is the mechanism underlying these effects on social media. Theoretical and practical implications are discussed in light of the potential for advertising to be a force for good, particularly on social media where it might encourage non-green consumers to think more about the environment.
Abstract: We investigated factors influencing consumers’ evaluations of ads for sustainable luxury products and found that their attitudes were subject to two types of environmental messages: depictions of firms’ own eco-friendly efforts and calls on consumers to recycle. This investigation presents clear evidence that in luxury advertising, green ads can effectively influence consumers when they not only request that consumers make environmental efforts but emphasize the firms’ own efforts.