The Moderating Effect of the Sense of Power on Green (NonGreen) Appeal in Promoting Sustainable Consumption

Sustainable behavior could be promoted via green advertising. Based on the agentic–communal model and the construal level theory, this paper explores the moderating effect of sense of power on the effectiveness of green and nongreen appeals through a random experiment. We expect that in a powerlessness mindset, a green appeal outperforms a nongreen appeal and that in a power mindset, a nongreen appeal outperforms a green appeal with a reduced effect size. As expected, the results show that low-power consumers are more likely to be persuaded when the appeal emphasizes the green attribute rather than the nongreen attribute, whereas the converse holds (not significantly) for high-power consumers. The results also show a significantly positive effect of green appeal on WOM intention. The moderated serial multiple-mediator model indicates that attitudes toward the ad and brand serially mediate the effectiveness of advertising, which is moderated by power. Overall, those results demonstrate that the success of an appeal can be affected by psychological sense of power. The practical implications are also discussed.