Document Type

Article

Publication Date

2020

DOI

10.3390/su12156251

Publication Title

Sustainability

Volume

12

Issue

15

Pages

15 pp.

Abstract

In green advertising, the message focus is often associated with one of two benefits: the self-benefit focus and the other-benefit focus. However, determining which of the two benefit foci is more effective in generating positive consumer responses is still debatable. To explain the complexity of the mixed findings, we have explored advertising appeals that influence the perception of the environmental performance of the product, or green performance perception. Specifically, we have examined the self- and other-benefit types with three performance-based appeals (before, after, and before–after appeals) in relation to perceived green performance and brand attitudes. A 2 × 3 ANOVA of perceived green performance with data from 390 participants reveals a significant two-way interaction. Results from comparing the three types of performance-based appeals indicate that, regardless of the beneficiary foci type, the before–after appeal works best in generating greater perceived green performance, which, in turn, leads to positive brand attitudes. When promoting the green benefit of others, we recommend using before-appeals to enhance a product’s green performance perceptions and after-appeals for self-benefit-focused advertisements; if not, before–after appeals are used.

Comments

© 2020 by the authors. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license.

Original Publication Citation

Choi, D., & Lee, H. (2020). Beneficiary foci types and performance appeals in green advertising. Sustainability, 12(15), 15 pp., Article 6251. https://doi.org/10.3390/su12156251

ORCID

0000-0002-4620-6712 (Choi)

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