International Textile and Apparel Association Annual Conference Proceedings
International Textile and Apparel Association Annual Conference: Pivoting for the Pandemic, November 18-20, 2020, Virtual, Online
This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message of fashion products used after-use and before-after appeals, the effect of the green-message can increase individuals’ anticipated happiness and hope, leading to purchase intentions. This strategy of message-appeals especially works for people with low environmental knowledge.
© 2020 The authors.
Published under a Creative Commons Attribution 4.0 International License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Original Publication Citation
Choi, D. & Lee, H. (2020) Performance appeals, environmental knowledge, and emotions for green advertising. International Textile and Apparel Association Annual Conference Proceedings 77(1), 1-3. https://doi.org/10.31274/itaa.11783
Choi, Dooyoung and Lee, Ha Kyung, "Performance Appeals, Environmental Knowledge, and Emotions for Green Advertising" (2020). STEMPS Faculty Publications. 246.
Advertising and Promotion Management Commons, Fashion Business Commons, Marketing Commons