PT  - JOURNAL ARTICLE
AU  - Praxmarer-Carus, Sandra
AU  - Gathen, Constanze
TI  - Advertising Eco-Friendly Behavior To Young Adults: “Sweat” or “Do Good”?
AID  - 10.2501/JAR-2023-018
DP  - 2023 Sep 01
TA  - Journal of Advertising Research
PG  - 255--273
VI  - 63
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/63/3/255.short
4100  - http://www.journalofadvertisingresearch.com/content/63/3/255.full
SO  - J Advert Res2023 Sep 01; 63
AB  - Appeals in environmental advertising often refer to the caring aspect of the eco-friendly behavior they promote, such as “Take care of our planet.” Being caring, however, is perceived as feminine, and associations with femininity can constitute a barrier to ecofriendly decisions among men, especially among young men who tend to be the least eco-friendly individuals. The experiment presented in this paper was focused on young adults. When decision involvement was low, a care appeal, compared with a gender-neutral physical activity appeal, decreased eco-friendly intentions among males. Perceived self-congruence mediated the effect. This research recommends green appeals that are perceived as gender neutral.