Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity

Meijers, Marijn H. C.; Noordewier, Marret K.; Verlegh, Peeter W.J.; Willems, Winne; Smit, Edith G.

doi:10.1080/02650487.2019.1607450

Cited by 42 publications

(40 citation statements)

References 73 publications

(118 reference statements)

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“…Overall, females seemed to be more responsive to green appeals, and health appeal was found to be consistently the most important appeal regardless of age and gender. The differences in the effects of green appeals versus non-green appeals have been another research stream with limited studies (Kong & Zhang, 2013; Meijers, Noordewier, Verlegh, Willems, & Smit, 2019; Schuhwerk & Lefkoff-Hagius, 1995). The majority of the articles indicated that green appeals led to more favorable ad attitudes, brand attitudes, and PI than non-green ones (Bailey et al, 2018; Bickart & Ruth, 2012; Grimmer & Woolley, 2014; Kong & Zhang, 2014; Schuhwerk & Lefkoff-Hagius, 1995; Xue & Muralidharan, 2015).…”

Section: Literature Review and Theoretical Foundationmentioning

confidence: 99%

The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

Şahin¹,

Baloğlu

Topçuoğlu

2019

Cornell Hospitality Quarterly

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This study aims to broaden knowledge about the effects of green (environmentally responsible) advertising images on consumer behavior in the context of the hotel industry. A 5 (ad type: non-green vs. green with text vs. green with logos vs. green with visuals vs. green with the combination of all) × 2 (hotel segment: luxury vs. budget) between-subjects experimental design was developed. The purpose of this research, within the foundations of dual coding theory, is to investigate the influence of different types of green (textual, visual, green certification logos, and combination of all) versus non-green ads on advertising effectiveness operationalized as attitude toward the ad (AAd), attitude toward the hotel (AHot), and purchase intention (PI) for budget and luxury hotel segments while controlling the effects of environmental involvement. The results demonstrate that green text, green certification logo, green with visual cues, and green combination ads were more effective than non-green ads in terms of AAd, attitude toward the brand, or PI. The study also reveals that the effectiveness of green hotel ads will vary with the budget and luxury hotels as the results provide encouraging results for luxury hotels to increase ad effectiveness via using green certification in their advertising strategy. Overall, the findings provide implications for budget and luxury hotels in terms of designing green and sustainability messages in their communication strategies.

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Section: Literature Review and Theoretical Foundationmentioning

confidence: 99%

The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

Şahin¹,

Baloğlu

Topçuoğlu

2019

Cornell Hospitality Quarterly

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“…There is ample support from literature that self-identity typically influences behavior (e.g., Biddle, Bank, and Slavings 1987; Grewal, Mehta, and Kardes 2000; Cook, Kerr, and Moore 2002; Stets and Biga 2003; Dermody et al. 2018; Meijers et al. 2019).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…More formally: Hypothesis 3: Perceived consumer effectiveness mediates the relationships between the type of CSR communication and (a) the attitude toward hotels’ CSR communication, as well as (b) the intention to behave unethically.As a large part of CSR pertains to sustainability efforts, we further expect that individuals’ pro-environmental identity will influence their attitude toward hotels’ CSR communication and intention to behave unethically while on holiday. Self-identity refers to how individuals see themselves and the labels they use to describe themselves, in relation to particular behaviors (Meijers et al. 2019).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…As a large part of CSR pertains to sustainability efforts, we further expect that individuals' pro-environmental identity will influence their attitude toward hotels' CSR communication and intention to behave unethically while on holiday. Self-identity refers to how individuals see themselves and the labels they use to describe themselves, in relation to particular behaviors (Meijers et al 2019). This construct leads one to act according to the values and norms of the social group and to find a means of differentiating oneself from others (Christensen et al 2004).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

“…Self-identity entails "temporal interplay between social and personal self-identity working together as an organizing system in constructing who a person was, is and could become in the future" (Dermody et al 2018, p. 334). There is ample support from literature that selfidentity typically influences behavior (e.g., Biddle, Bank, and Slavings 1987;Grewal, Mehta, and Kardes 2000;Cook, Kerr, and Moore 2002;Stets and Biga 2003;Dermody et al 2018;Meijers et al 2019).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

See 2 more Smart Citations

The Desirability of CSR Communication versus Greenhushing in the Hospitality Industry: The Customers’ Perspective

Ettinger

Grabner‐Kräuter

Okazaki

et al. 2020

Journal of Travel Research

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Recent literature describes “greenhushing” as the deliberate managerial undercommunicating of corporate social responsibility (CSR) efforts for fear of negative customer opinions and responses. Based on social psychological theory of tourism motivation and cognitive dissonance theory, this research tries to seek evidence that justifies such a practice from the customers’ perspective. In study 1, focus groups reveal that hotels’ CSR communication and awareness creation for environmental issues are desired by consumers. In study 2, an online experiment uncovers that one-way and particularly two-way CSR communication lead to more favorable attitudes toward hotels’ CSR communication and lower intentions to behave unethically, compared with greenhushing. Perceived consumer effectiveness mediates the relationship between type of CSR communication and attitudes toward hotels’ CSR communication as well as intentions to behave unethically. Pro-environmental identity moderates the relationship. Taken together, our research provides little justification for greenhushing in a hospitality context from the customers’ perspective.

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From car use reduction to ride‐sharing: The relevance of moral and environmental identity

Culiberg

Cho

Koklič

et al. 2022

J of Consumer Behaviour

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Car use contributes significantly to environmental pollution, leading people to rethink their transport habits. Previous studies on car use reduction relied on established theories related to values and self-regulation to examine this decision. In this paper, we offer an alternative approach and examine the intention to reduce car use through the prism of identity theory, and propose environmental and moral identities, together with environmental concern, as the main antecedents to the importance of car use reduction and intention to reduce car use. Further, we consider ride-sharing intention as an outcome of the decision to reduce car use. The proposed conceptual model is tested on a sample of consumers from the United Kingdom using an online consumer panel. The results offer partial support for the influence of moral identity, environmental identity, and environmental concern on the importance to reduce car use and intention. The links among the importance of and intention to reduce car use, along with ride-sharing intentions, are supported. Finally, managerial implications are discussed, and future research directions are suggested.

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Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity

Abstract: (2019) Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity,

Cited by 42 publications

References 73 publications

The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

The Influence of Green Message Types on Advertising Effectiveness for Luxury and Budget Hotel Segments

The Desirability of CSR Communication versus Greenhushing in the Hospitality Industry: The Customers’ Perspective

From car use reduction to ride‐sharing: The relevance of moral and environmental identity

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