Abstract

How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgment 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 campaigns may encourage non-green consumers to think more about the environment.

摘要

绿色广告如何让非绿色消费者更多地考虑环境？使用详细可能性模型和社会判断理论，我们构建假设并在三个实验中对其进行测试。结果提供了一致的证据，表明在社交媒体上放置具有低信息和高恐惧（情感）诉求的消息最有效地产生购买意图和数字参与度。此外，污染观念是这些影响社交媒体的机制。鉴于广告可能成为一种向善的力量，特别是在社交媒体上，在这些活动可能会鼓励非绿色消费者更多地考虑环境的情况下，讨论了理论和实践意义。