Give me the facts or make me feel? A study of the effectiveness of temporal landmarks on green advertising appeals.

Abstract

Businesses use green advertising to convey the concept of eco-friendly and sustainable development to consumers, which can significantly enhance their brand image and market share of green products. This study uses competence and warmth appeals as breakthroughs to explore the effects of green advertising appeals and temporal landmarks on green purchase intentions. On the basis of the stereotype content model, three experiments are conducted to study the mechanism and boundaries of the matching effect of green advertising appeals and temporal landmarks on consumers' willingness to purchase green products. The study results show that green advertising appeals (competence _vs.. warmth) and temporal landmarks (start _vs.. end) interact with consumers' willingness to purchase green products. Specifically, at the start of the temporal landmark, the competence appeal can promote consumers' desire to buy green products. In contrast, warmth appeals can ultimately promote consumers' green product purchase intentions, and the perceived effectiveness of green products plays a mediating role in this interaction effect path. Furthermore, an individual's subjective busyness moderates the matching effect of green advertising appeals with temporal landmarks.