RT Journal Article
SR Electronic
T1 Do Consumers Prefer Sad Faces On Eco-Friendly Products?
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 274
OP 289
DO 10.2501/JAR-2023-015
VO 63
IS 3
A1 Zhang, Ke
A1 Wang, Siqi
A1 Yang, Huan
A1 Chen, Long
YR 2023
UL http://www.journalofadvertisingresearch.com/content/63/3/274.abstract
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.