The effects of green advertising appeal and message type on purchase intention

Despite the considerable promise of the green consumption market, consumer trust in green products is hindered by information asymmetry, curtailing their readiness to embrace sustainable consumption. This research employs a 2 (Green Advertising Appeal: green vs. non-green) × 2 (Message Type: warmth vs. competence) between-subjects experimental framework to investigate the interactive effect of green advertising appeal and message type on consumers' purchase intentions. Furthermore, it delves into the mediating influence of customer perceived value (economic value and social value). Findings reveal that competence messages significantly bolster green purchase intention when using non-green advertisement appeal, whereas warmth messages are notably more efficacious in augmenting purchase intentions for green appeal. The mediating role of customer perceived value (economic value and social value) in harmonizing green advertising appeal with message strategies to enhance purchase intentions is confirmed, although the effects vary. This study extends the application of the Stereotype Content Model and Theory of Planned Behaviour by demonstrating that stereotypes are not only spontaneously formed but can be shaped by various types of information, which can further enhance purchase intentions by boosting customers' perceived value. It advocates strategies to enhance purchase intentions by amplifying the perceived value of green products.