Communicating green marketing appeals effectively: The role of consumers’ motivational orientation to promotion versus prevention

Abstract

This study investigates the effect of consumers` self-regulatory focus on their response to green versus nongreen advertising appeals in terms of perceived attractiveness and purchase intention. Study 1 finds that prevention- focused participants are more strongly persuaded when \"product-related\" appeals emphasize green rather than nongreen product attributes, whereas the converse holds true for those who are promotion-focused. Study 2 finds that with respect to \"non-product-related\" appeals and for both categories of self-regulatory focus, green is significantly more persuasive than nongreen. Purchasing decisions by promotion-focused individuals are found to reflect a concern for experiential advancement; prevention-focused counterparts are motivated to minimize loss. [ABSTRACT FROM AUTHOR]