RT Journal Article
SR Electronic
T1 Advertising Eco-Friendly Behavior To Young Adults: “Sweat” or “Do Good”?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 255
OP 273
DO 10.2501/JAR-2023-018
VO 63
IS 3
A1 Praxmarer-Carus, Sandra
A1 Gathen, Constanze
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/3/255.abstract
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.