Going green to repair damaged self-concept: The interplay of self-deficit and benefit appeals on green consumer behavior

IF 4.4 3区 管理学 Q2 BUSINESS
Sujin Kim
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Abstract

This research is an empirical investigation of the interaction effect between self-deficit and benefit-appeal message framing upon subsequent environmental sustainability decision-making. Based on the self-discrepancy theory, the current research demonstrates that behavioral intentions that encourage environmental sustainability could serve as a means of compensating for the self-deficit appraisal. Two online experiments empirically test that self-deficit moderated the effect of benefit-appeal (self vs. other) on ad evaluation and purchasing intention toward an environmentally sustainable brand. In particular, Study 1 demonstrated that when in a self-deficit state, self-benefit appeals are more effective than altruistic other-benefit appeals in enhancing positive advertising evaluation and purchase intention toward a brand that advocates environmental sustainability. On the other hand, the opposite pattern was captured when self-deficit was minimized. Study 2 replicated these findings using a different brand, confirming the interaction effect between self-deficit and benefit appeal, and further investigated whether consumers' positive ad evaluation mediates the interaction effect of benefit appeals and self-deficit on purchase intention. The findings also offer managerial implications recommending that advertisers and marketers tailor their ad messaging to match consumers' desires and wants.

通过绿色消费修复受损的自我概念:自我缺失与利益诉求对绿色消费行为的相互作用
本研究对自我缺陷与利益诉求信息框架对后续环境可持续性决策的交互影响进行了实证调查。基于自我缺失理论,本研究表明,鼓励环境可持续发展的行为意向可以作为自我缺失评价的一种补偿手段。两项在线实验实证检验了自我缺陷调节了利益诉求(自我与他人)对环境可持续品牌的广告评价和购买意向的影响。其中,研究 1 表明,当处于自我缺失状态时,自我利益诉求比利他主义的其他利益诉求更能有效地提高对环境可持续发展品牌的正面广告评价和购买意向。另一方面,当自我缺失最小化时,则出现了相反的模式。研究 2 使用不同的品牌重复了这些发现,证实了自我缺失与利益诉求之间的交互效应,并进一步研究了消费者的正面广告评价是否会调节利益诉求与自我缺失对购买意向的交互效应。研究结果还提供了管理方面的启示,建议广告商和营销人员根据消费者的愿望和需求调整广告信息。
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
CiteScore
7.30
自引率
11.60%
发文量
99
期刊介绍: The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.
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