Fashion Business Commons^™

Green Advertising Using Sick-, Well-, And Healed-Appeals, Dooyoung Choi, Ha Kyung Lee

STEMPS Faculty Publications

The purpose of this study was to examine the effects of sick, well, and healed appeals while examining the interaction effect of the saliency of environmental issues in the fashion industry on consumer responses. A 3 x 2 experimental study was conducted with the appeals (sick vs. well vs. healed appeals) and the salience for environmental issues in fashion (low vs. high) as independents and positive and negative anticipated emotions as mediators, leading to purchase intentions. A total of 195 usable responses were collected through MTurk. While all appeals worked well with consumers with high saliency through anticipated positive emotions, …