The Effects of Naturalness in Green Advertising: How Attention Restoration, Attention Concentration and Perceived Psychological Well-Being Enhance Consumers' Product Perceptions and Purchase Intentions

Abstract

This study investigates why green advertising works by examining the effect of nature imagery in print advertisements on consumer attitudes and purchase intentions. Specifically, this research explores and classifies the role of attention restoration, attention concentration, and perceived psychological well-being to explain why green advertising works and the process of how these factors enhance consumer attitudes and purchase intentions toward advertised brands and products. Through the experimental studies with 352 participants, the results indicate that the naturalness of print advertisements brings about positive attention restoration, attention concentration, and perceived well-being. Meanwhile, these factors also mediate the relationship between nature imagery and consumer attitudes and purchase intentions toward advertised brands and products. The findings are helpful for advertisers to exploit an optimal green advertisement to increase new product sales.