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The impact of message framing and perceived consumer effectiveness on green ads

The impact of message framing and perceived consumer effectiveness on green ads The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness.Design/methodology/approachThe conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second.FindingsThe findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s message framing on consumer responses (i.e. attitude toward the brand and purchase intention). Specifically, an other-benefit message is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE). This research also shows that the influence of message framing on consumer responses is mediated by the perceived social responsibility of the company.Practical implicationsThis paper offers an outline for designing effective ad campaigns for green products. Managers can determine or manipulate the PCE level of their target market and frame the message in their ad campaign accordingly, which will positively drive perceived social responsibility and, in turn, the ad campaign’s effectiveness.Originality/valueThis paper contributes to both the green advertising and self-congruity literature by showing the moderating effect of PCE on the effectiveness of message framing in green advertising. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

The impact of message framing and perceived consumer effectiveness on green ads

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References (61)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
DOI
10.1108/jcm-12-2019-3557
Publisher site
See Article on Publisher Site

Abstract

The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green advertising effectiveness.Design/methodology/approachThe conceptual framework was borrowed from self-congruity theory and was tested with two between-subject design experiments; PCE was measured in the first study and manipulated in the second.FindingsThe findings show that both measured and primed PCE (low vs high) moderate the impact of a green ad’s message framing on consumer responses (i.e. attitude toward the brand and purchase intention). Specifically, an other-benefit message is more effective when consumers perceive that their individual actions can positively influence environmental issues (high PCE). In contrast, a self-benefit message is more effective when consumers perceive that their individual actions might not be enough to influence environmental issues (low PCE). This research also shows that the influence of message framing on consumer responses is mediated by the perceived social responsibility of the company.Practical implicationsThis paper offers an outline for designing effective ad campaigns for green products. Managers can determine or manipulate the PCE level of their target market and frame the message in their ad campaign accordingly, which will positively drive perceived social responsibility and, in turn, the ad campaign’s effectiveness.Originality/valueThis paper contributes to both the green advertising and self-congruity literature by showing the moderating effect of PCE on the effectiveness of message framing in green advertising.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jun 29, 2021

Keywords: Green advertising; Message framing; Perceived consumer effectiveness; Perceived social responsibility; Self and other benefits; Self-congruity

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