Green advertising: examining the effects of appeal arrangement on young Indonesian consumers’ Green attitudes and buying intention

Suci, Afred; Wang, Hui-Chih; Doong, Her-Sen

doi:10.1080/01292986.2022.2043397

Cited by 5 publications

(4 citation statements)

References 95 publications

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“…This finding was also justified because 61.7% of participants still chose containers with plastic straws over those without due to common marketing practices in which 72.5% of participants were always offered plastic straws when buying drinks. These empirical findings align with the perceived difficulties of green products (Johnstone & Tan, 2014; Suci et al., 2022). Young Indonesian consumers find locating and purchasing eco‐friendly straws challenging because almost all vendors only provide plastic ones.…”

Section: Discussion and Theoretical Implicationssupporting

confidence: 77%

“…The subjective norm has become a common social theory used when researchers study human behaviours with respect to nature. As one of three crucial components of Ajzen's (1991) theory of planned behaviour (TPB), a subjective norm refers to the perceived expectations of significant others, such as parents, family members, experts, role models, and peers, whose effects can influence other people's pro‐environmental behaviours (Matthies et al., 2012; Suci et al., 2022). One of the theoretical approaches on how significant others may affect green behaviours is social learning theory (Bandura, 1986), which postulates that people learn how to behave and act in the social context primarily by observing and mimicking role models.…”

Section: Social Learning In Green Advertisingmentioning

confidence: 99%

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Parent‐like spokesperson for campaigning an anti‐plastic straw movement to young adults: Is it effective?

Suci

Wang

Doong

2022

Asian J of Social Psycho

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Parental communication is still relatively meaningful in Asian families with hierarchical, vertical, and authoritative relationships. Meanwhile, children's pro-environmental behaviour in emerging Asian nations tends to be passive, leading to a need for intervention from the closest parties, often the parent, whose familial role in green communication has not been examined. This study uses social learning theory to examine the interplay of parent-like spokespeople and message appeals in affecting young adults' cognitive and emotional responses, which is expected to influence the ad liking and believability of green advertisements and switching intention to green products, such as eco-friendly straws. A laboratory experiment was conducted with 240 subjects. The results showed that the frame of a father-like figure conveying a hope appeal generated the greatest enthusiasm and argument quality for young adults. Motherlike figures speaking a fearful message frame were the best generator for young adults' anger and threat appraisal. Ad liking was significantly impacted only by a mother-like spokesperson who spoke a fearful appeal mediated by anger and a father-like spokesperson who delivered a hope appeal mediated by argument quality. Young adults' willingness to switch to eco-friendly straws was indirectly influenced by the interaction effect of a mother-like spokesperson and fear appeal type mediated by ad believability.

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Section: Discussion and Theoretical Implicationssupporting

confidence: 77%

Section: Social Learning In Green Advertisingmentioning

confidence: 99%

Parent‐like spokesperson for campaigning an anti‐plastic straw movement to young adults: Is it effective?

Suci

Wang

Doong

2022

Asian J of Social Psycho

Self Cite

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“…Green advertising is regarded as an effective manner to communicate with consumers, arouse their green consumption awareness, stimulate green consumption psychology and promote green consumption behaviors (Hartmann and Apaolaza-Ibáñez, 2009; Schmuck et al ., 2018a, b). More and more enterprises begin to attract consumers by advertising their green products with the theme of environmental protection (Leonidou et al ., 2011; Suci et al ., 2022). Schram (1954) pointed out that in order to make consumers grant a concession and accept the information promoted by green advertising, some psychological motivation needs to be applied to the design of information content, and the so-called psychological motivation is appeal (Iyer and Banerjee, 1993; Yang et al ., 2015).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Competence or warmth: why do consumers pay for green advertising?

Shi

Jiang

2023

APJML

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PurposeThis study aims to assess the impact of functional green advertising receptivity and emotional green advertising receptivity on consumers' green purchase intention. The authors then examine the mediating role of perceived competence and perceived warmth. Furthermore, the authors explore the moderating effect of power distance belief (PDB) on the relationships between green advertising receptivity with different appeals and consumers' perceived competence and perceived warmth respectively.Design/methodology/approachBased on the online survey platform, a total of 468 responses were obtained in China from January to March 2022. 408 valid replies were collected and analyzed in this study. The research hypotheses were empirically verified with bootstrap approach.FindingsThe empirical results indicate that both functional green advertisi\ng receptivity and emotional green advertising receptivity are significantly positively correlated with green purchase intention, and perceived competence and perceived warmth play the mediating role. Besides, PDB significantly strengthens the relationship between functional green advertising receptivity and perceived competence, but weakens the incentive effect of emotional green advertising receptivity on perceived warmth.Originality/valueThe psychological mechanism of the receptivity of green advertising with different appeals affecting green purchase intention remains unclear. This is one of the first studies to uncover how functional green advertising receptivity and emotional green advertising receptivity influence green purchase intention. Besides, the impact of PDB on the formation process of consumer perception is also a black box. By clarifying and comparing the moderating role of PDB on the relationships between advertising receptivity with different appeals and consumers' perceived competence and perceived warmth, this study contributes to the research on the effectiveness of green advertising.

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“…Considering positive-negative framing, positive appeals refer to emphasizing of positive consequences of specific action, while negative appeals refer to emphasizing of negative consequences (Tversky and Kahneman, 1981). Highlighting the consequences of specific actions have been demonstrated as effective for reinforcing sustainable behavior (Anghelcev and Sar, 2014), especially in the context of green advertising and green attitudes and buying intention among young adults (Suci et al ., 2022). Furthermore, the combination of a negative appeal followed by a positive appeal demonstrates its effectiveness in the context of social marketing aimed at addressing social issues (Gebreselassie and Bougie, 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Addressing global overconsumption: positioning the anti-consumption through communication appeals

Lučić,

Uzelac

2023

CCIJ

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PurposeThe study aims to analyse the possibilities of positioning the anti-consumption through different communication appeals. It analyses commercial and social marketing campaigns in the global context, with the aim to recommend communication guidelines to empower anti-consumption among different industries.Design/methodology/approachThe study conducted a qualitative content analysis of marketing communication focused on anti-consumption promotion.FindingsThe results bring a comprehensive overview of possible communication appeals of anti-consumption and prove feasibility of their implementation. The analysis of used appeals leads to recommendations for developing effective marketing communication for promoting anti-consumption.Practical implicationsThe recommendations can serve both for-profit and non-profit organization as a showcase to discover the idea of anti-consumption as communication appeals. By empowering anti-consumption, consumers could reach personal welfare and participate in social equilibrium. Also, the study brings recommendations for further research considering the evaluation of the implemented strategies.Originality/valueThe study covers a gap in published literature focusing on comprehensive analysis of existing anti-consumption marketing communication strategies and appeals and brings an overview of potential strategies for empowering anti-consumption among modern consumers.

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Green advertising: examining the effects of appeal arrangement on young Indonesian consumers’ Green attitudes and buying intention

Cited by 5 publications

References 95 publications

Parent‐like spokesperson for campaigning an anti‐plastic straw movement to young adults: Is it effective?

Parent‐like spokesperson for campaigning an anti‐plastic straw movement to young adults: Is it effective?

Competence or warmth: why do consumers pay for green advertising?

Addressing global overconsumption: positioning the anti-consumption through communication appeals

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