Abstract
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.
- Received January 5, 2023.
- Received (in revised form) June 22, 2023.
- Accepted June 26, 2023.
- Copyright © 2023 ARF. All rights reserved.
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Vol 63 Issue 3
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- Article
- Abstract
- MANAGEMENT SLANT
- INTRODUCTION
- LITERATURE REVIEW
- RESEARCH HYPOTHESES
- METHODOLOGY
- RESULTS
- DISCUSSION
- ABOUT THE AUTHORS
- APPENDIX 1 Messages
- APPENDIX 2 Analysis of Covariance (ANCOVA)
- APPENDIX 3 Analysis of Covariance Analysis (ANCOVA) Used to Test Hypotheses 1a and 1b—Dependent Variable: Intentions
- APPENDIX 4 Means and Estimated Marginal Means (EMMs) of Perceived Self-Congruence of the Green Behavior
- APPENDIX 5 Analyses of Covariance (ANCOVA) Used to Test Hypothesis 2
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