Going green: How different advertising appeals impact green consumption behavior

This research explores how abstract appeal (i.e., describing the features of green products in a more vague way) and concrete appeal (i.e., describing the features of green products in a more specific way) can encourage consumers to engage in green consumption behavior, such as purchasing green prod...

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Bibliographic Details
Published in:Journal of business research 2015-12, Vol.68 (12), p.2663-2675
Main Authors: Yang, Defeng, Lu, Yue, Zhu, Wenting, Su, Chenting
Format: Article
Language:English
Subjects:
Advertisements
Advertising
Advertising appeals
Associations
Benefit association
Concrete versus abstract
Consciousness
Consumer behavior
Consumer behaviour
Consumers
Consumption
Experiments
Green consumption
Green products
Identity
Identity salience
Public self-awareness
Salience
Self awareness
Self concept
Selfawareness
Studies
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