How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products

Abstract

Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium.

Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention

“…High-quality propositions, whether in the form of persuasive evidence or storytelling communications, enhance consumers' understanding of product value, simultaneously mitigating their risk aversion and skepticism, thereby bolstering their confidence in purchase decision-making (Gasparin et al, 2022 ; Hamzah et al, 2022 ). Meanwhile, the green perceived value serves as an effective indicator of green purchase intention (Zheng et al, 2022 ; Zheng C. et al, 2023 ; Zheng M. H. et al, 2023 ). An innovative aspect of this study involves illustrating the value delivery process in green consumption within the context of the S-D logic.…”

“…Numerous theories and psychological mechanisms play a pivotal role in shaping consumers' interpretation of green advertising. These include self-construal theory, self-identity theory, self-efficacy theory, and self-control theory (Zheng et al, 2022 ; Ogiemwonyi and Jan, 2023a ; Sung and Lee, 2023 ; Zheng C. et al, 2023 ; Zheng M. H. et al, 2023 ). Following exposure to advertisements, consumers form a preliminary identity and attitude toward products, influencing their decision on whether to engage in consumption (Li et al, 2022 ; Wang, 2022 ; Ogiemwonyi and Jan, 2023b ).…”

Beauty May Not Be Effective: The Effects of Imaginative Display on Green Product Evaluation

“…For example, using environmentally friendly, clean, and less polluting describes the product's attributes (Liang et al, 2022). Abstract descriptions of green products are more likely to lead to the green consumption behavior of consumers (Zheng et al, 2022). Altruistic green products enhance consumers' green perceived value of green products through the emphasis on altruistic attributes.…”

Are non-competitors greener? The effect of consumer awareness differences on green food consumption

“…Green food, defined by Zheng et al ( 2022 ), refers to food produced in a healthy ecological environment, cultivated, processed, packaged, stored, and transported under strict standards with comprehensive quality control. It bears the green food label, meeting environmental, health, and social sustainability requirements, ensuring safety, quality, and pollution-free products.…”

“…Second, external environmental factors, including price, labeling, government, advertising, etc. (Zheng et al, 2022 ; Hu and Meng, 2023 ; Lu and Li, 2023 ). Third, psychological factors, including consumer attitudes, cognition, knowledge, and environmental concerns (Meinhold and Malkus, 2005 ; Pagiaslis and Krontalis, 2014 ; Zheng et al, 2023 ).…”