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Abstract
Across two studies, this research elucidates on which green messages in advertising are most effective in influencing the perceived effectiveness of green products by examining the moderating role of environmental consciousness. This study further considers a mechanism underlying the interaction between green messages and environmental consciousness on brand attitude with the perceived effectiveness of green products. The results show that when environmentally conscious individuals are exposed to abstract and distant temporal messages, they will report greater perceptions of a green product's effectiveness and brand attitude than for concrete and proximal temporal messages. In contrast, less environmentally conscious respondents will not have different responses to the abstract/concrete and distant/proximal temporal messages. Furthermore, the perceived effectiveness of a green product mediates the interaction between green messages and environmental consciousness for predicting brand attitudes. With an understanding of how environmentally conscious individuals evaluate green advertising, marketers can better understand how to promote their green products more effectively.
Acknowledgements
We thank the Editor and two anonymous reviewers for insightful comments on earlier versions of this article.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Ming-Yi Chen
Ming-Yi Chen is an assistant professor. Her research interests are advertising and promotion, information processing, and internet marketing. Her papers have been published in the European Journal of Marketing, Electronic Commerce Research, and Journal of Computer-Mediated Communication.
Ching-I Chiu
Ching-I Chiu is an R&D specialist and a former graduate student in the Department of Marketing at National Chung Hsing University.