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The effects of green consumer empowerment in advertising on corporate evaluations and purchase intention: the case of organic food

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  • Xisi Yang

    (HHL Leipzig Graduate School of Management)

  • Anja Weber

    (HHL Leipzig Graduate School of Management)

  • Anna-Katharina Grimm

    (HHL Leipzig Graduate School of Management)

Abstract

This research aims to investigate the potential of consumer empowerment, the activation of consumers’ perceived power over companies, to achieve improved advertising effects for organic food compared to only communicating ecological benefits (classical green appeals). Two online experiments were conducted to analyze the ad effectiveness for consumers’ responses including their evaluations of the company and purchase intentions (nStudy1 = 294; nStudy2 = 457). Results indicate that green empowerment ads reach overall better performance to increase people’s perceived customer orientation and purchase intentions compared to green appeals, while similar effects are identified for perceived corporate environmental responsibility. Empowerment tactics are especially effective when consumers perceive the supplier to be a larger, high-resource company compared to a smaller, low-resource one. The significant effects of perceived corporate resources also indicates that smaller companies should use differentiated ad strategies depending on if they intend to enhance consumers’ purchase intentions or their environmental reputation.

Suggested Citation

  • Xisi Yang & Anja Weber & Anna-Katharina Grimm, 2022. "The effects of green consumer empowerment in advertising on corporate evaluations and purchase intention: the case of organic food," Review of Managerial Science, Springer, vol. 16(6), pages 1877-1909, August.
    • Handle: RePEc:spr:rvmgts:v:16:y:2022:i:6:d:10.1007_s11846-021-00495-4
    DOI: 10.1007/s11846-021-00495-4
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    2. Julien Geissmar & Thomas Niemand & Sascha Kraus, 2023. "Surprisingly unsustainable: How and when hindsight biases shape consumer evaluations of unsustainable and sustainable products," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5969-5991, December.

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