The interaction effect of green advertising appeal and monetary resource perception on consumers’ green purchase intention

With the rapid economic development, environmental problems are expanding. Consumers’ green consumption behavior is significant for carbon reduction. Green advertisements play an indispensable role in stimulating consumers’ green consumption behavior. “What to say” and “to whom” of green advertising is very important. The above questions are discussed from the perspectives of green advertising appeal and consumers’ money resources scarcity. The interaction effects of green advertising appeal (self-interest vs. altruism) and monetary resource perception (scarcity vs. abundance) on consumers’ green purchase intention are tested through experimental design. It is found that consumers who perceive scarcity of monetary resources are more likely to be impressed by the self-interested appeal of green advertisements, while the altruistic appeal of green advertisements has a better persuasive effect on consumers who perceive abundance of monetary resources.