Purpose

The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness.

Design/methodology/approach

The conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second.

Findings

The findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s message framing on consumer responses (i.e. attitude toward the brand and purchase intention). Specifically, an other-benefit message is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE). This research also shows that the influence of message framing on consumer responses is mediated by the perceived social responsibility of the company.

Practical implications

This paper offers an outline for designing effective ad campaigns for green products. Managers can determine or manipulate the PCE level of their target market and frame the message in their ad campaign accordingly, which will positively drive perceived social responsibility and, in turn, the ad campaign’s effectiveness.

Originality/value

This paper contributes to both the green advertising and self-congruity literature by showing the moderating effect of PCE on the effectiveness of message framing in green advertising.

中文翻译：

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信息框架和感知消费者有效性对绿色广告的影响

目的

本研究的目的是调查广告信息框架（自我利益与其他利益信息）和消费者感知效果 (PCE) 对绿色广告效果的影响。

设计/方法/方法

概念框架借鉴自自洽理论，并通过两个被试间设计实验进行检验；PCE 在第一项研究中被测量并在第二项研究中被操纵。

发现

研究结果表明，测量和启动 PCE（低与高）均缓和了绿色广告的信息框架对消费者反应（即对品牌的态度和购买意愿）的影响。具体而言，当消费者认为他们的个人行为可以对环境问题产生积极影响（高 PCE）时，其他好处信息会更有效。相比之下，当消费者认为他们的个人行为可能不足以影响环境问题（低 PCE）时，自我利益信息会更有效。这项研究还表明，信息框架对消费者反应的影响是由公司感知的社会责任所调节的。

实际影响

本文概述了为绿色产品设计有效的广告活动。管理人员可以确定或操纵其目标市场的 PCE 水平，并相应地在其广告活动中构建信息，这将积极推动感知的社会责任，进而提高广告活动的有效性。

原创性/价值

本文通过展示 PCE 对绿色广告中信息框架有效性的调节作用，为绿色广告和自我一致性文献做出了贡献。