Advertising Eco-Friendly Behavior To Young Adults: “Sweat” or “Do Good”?

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2023-09-01 DOI:10.2501/jar-2023-018

Sandra Praxmarer-Carus, Constanze Gathen

引用次数: 0

Abstract

Appeals in environmental advertising often refer to the caring aspect of the eco-friendly behavior they promote, such as “Take care of our planet.” Being caring, however, is perceived as feminine, and associations with femininity can constitute a barrier to ecofriendly decisions among men, especially among young men who tend to be the least eco-friendly individuals. The experiment presented in this paper was focused on young adults. When decision involvement was low, a care appeal, compared with a gender-neutral physical activity appeal, decreased eco-friendly intentions among males. Perceived self-congruence mediated the effect. This research recommends green appeals that are perceived as gender neutral.

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向年轻人宣传环保行为:“流汗”还是“做好事”?

环保广告中的呼吁通常是指他们所提倡的环保行为的关怀方面，例如“照顾我们的地球”。然而，关心他人被认为是女性化的表现，而与女性化的联系可能会成为男性做出环保决定的障碍，尤其是对那些往往是最不环保的人的年轻男性而言。本文提出的实验主要针对年轻人。当决策参与度较低时，与性别中立的体育活动相比，关爱的吸引力降低了男性的环保意愿。感知自我一致性在其中起中介作用。这项研究推荐了被认为是性别中立的绿色诉求。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

期刊介绍： The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.