To Love Oneself or to Be Prosocial:The Effect of Green Consumption Benefit Appeals on Green Purchase Inten-tion
Over the past few decades,the growth of global consumption of goods and services has reached unprecedented levels,leading to environmental issues such as climate change,environmental pollution,and biodiversity destruction,which have attracted widespread attention from governments,businesses,and the general public.Green consumption has become a new trend.However,for consumers,the problem of easy knowledge but difficult action remains prominent.Solving this problem requires a clear under-standing of the benefit appeals that drive green consumption behavior.The benefit appeals driving green consumption behavior in-clude self-benefit appeals and social-benefit appeals.Previous studies have mainly explored the impact of environmental concerns,self responsibility,public and private consumption contexts,and social congestion on the effectiveness of green consumption benefit appeals.However,there is still a lack of research on the relationship between green consumption benefit appeals and green consump-tion behavior from the perspective of advertising message types.This study explores the impact of advertising information types(competence message vs.warmth message)on the effectiveness of green consumption benefit appeals and their underlying mechanisms through two experiments.The results of experiment 1 found that there is an interactive effect between advertising message types and green consumption benefit appeals on green purchase intention.It was found that when green advertising conveyed self-benefit appeal(vs.social-benefit appeals),competence message(vs.warmth message)could lead to more positive green purchase intention.Experiment 2 verified the mediating effect of product quality percep-tion and collective efficacy,which reflected that green purchase intention had different formation paths.In addition,it confirmed the moderating effect of sense of power.This paper contributes to the existing literature in three aspects:First,based on the stereotype content model,it explores the matching relationship between the two types of advertising message(competence message vs.warmth message)and green consumption benefit appeals,providing a new perspective for exploring the relationship between green consumption benefits and green purchase intention;Second,it was found that product quality perception and collective efficacy are the mechanisms by which green consumption ben-efit appeals and advertising message types affect green purchase intentions,providing new mediating variables for the study of the matching effect of green advertising message;Third,the moderating effect of sense of power has been verified,further deepening the understanding of the interaction effect between green consumption benefit appeals and advertising message types.At the same time,this paper expanded the application of sense of power in the field of green consumption.
Green Benefit AppealsCompetence MessageWarmth MessageProduct Quality PerceptionCollective EfficacySense of Power
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