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I've got the power: Encouraging pro-environmental behavior through messaging

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  • Mannem, Archana
  • Heintz Tangari, Andrea
  • Baran, Megan J.

Abstract

Manufacturers and retailers are introducing pro-environmental alternatives (such as alternative meat products) to more conventional and less environmentally friendly products in order to encourage sustainable consumption. In this research, we test the impact of product-related environmental information, self-efficacy, power messages, and green consumption values (GCV) on purchase intentions and choice of pro-environmental alternatives. Our findings suggest that the effect of environmental information on purchase intentions for pro-environmental alternatives is stronger for individuals with high self-efficacy. We show that using power messages in marketing communications as an intervention has an effect similar to self-efficacy on purchase intentions toward the alternative. We also show that the power message manipulation interacts with GCV in enhancing perceptions of the individual’s environmental impact, which further influences purchase intentions and choice of the pro-environmental option. This research has implications for the literature on environmental messaging, advertisers, and marketers of sustainable products.

Suggested Citation

  • Mannem, Archana & Heintz Tangari, Andrea & Baran, Megan J., 2023. "I've got the power: Encouraging pro-environmental behavior through messaging," Journal of Business Research, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005878
    DOI: 10.1016/j.jbusres.2023.114228
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    References listed on IDEAS

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    1. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
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    Cited by:

    1. Chan, Eugene Y. & Tangri, Karun, 2025. "Empowering conservation: how increased power promotes conservation behaviors," Journal of Business Research, Elsevier, vol. 200(C).
    2. Zaman Malik, Aaminah & Ahmad, Fayez & Guzmán, Francisco, 2025. "Socio-politically silent brands: A double edged sword," Journal of Business Research, Elsevier, vol. 187(C).

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