Work

How Does Self-Construal Influence Green Product Purchase in the Digital Era? The Moderating Role of Advertising Appeal

Year: 2024

Type: article

Abstract: Advertising has become an important strategy for many enterprises to nudge consumers to buy green products and achieve sustainable development. In the context of cultural diversity, the discussion on the influence of consumers’ cultural belief variables on the effectiveness of advertising persuasion appears conducive to promoting green consumption. Through two situational experiments based on information processing theory, this study verified the impact and mechanism of the interaction between self-construal and advertising appeals on green product purchase intention, revealing the mediating role of information processing fluency (Experiment 2). The results indicate that emotional (rational)-appeal advertisements can strengthen independent (interdependent) self-constructed consumers’ stronger purchase intentions for green products (Experiment 1). Moreover, the occurrence of this effect is mediated by information processing fluency (Experiment 2). Not only do the conclusions of this research enrich the literature in the field of self-construal and advertising appeal preference but they also have managerial implications for improving green marketing performance by using advertising appeal and targeting consumers’ cultural psychological characteristics.

Source: Journal of theoretical and applied electronic commerce research

DOI: 10.3390/jtaer20010004

Authors: Peng Su, Qi Yao, Xian Wu

Institutions: Chongqing University of Education, Chongqing Jiaotong University, Emory University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: gold

Estimated APC paid: $1,137

Funder: National Natural Science Foundation of China