PT  - JOURNAL ARTICLE
AU  - Zhang, Ke
AU  - Wang, Siqi
AU  - Yang, Huan
AU  - Chen, Long
TI  - Do Consumers Prefer Sad Faces On Eco-Friendly Products?
AID  - 10.2501/JAR-2023-015
DP  - 2023 Sep 01
TA  - Journal of Advertising Research
PG  - 274--289
VI  - 63
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/63/3/274.short
4100  - http://www.journalofadvertisingresearch.com/content/63/3/274.full
SO  - J Advert Res2023 Sep 01; 63
AB  - This study investigates the effects of advertising appeals on consumers’ intentions to purchase environmentally friendly products and services. Specifically, the authors focus on the moderating roles of product facial expressions. Three between-subjects experiments were conducted to reveal the underlying mechanism. Results indicate that, for functional (versus emotional) appeals, positive (versus negative) facial expressions combined with utilitarian (versus hedonic) products are more likely to elicit higher green purchase intention. In these interactions, processing fluency and greenwashing perception play mediating roles.