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Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee
Performance Appeals, Environmental Knowledge, And Emotions For Green Advertising, Dooyoung Choi, Ha Kyung Lee
STEMPS Faculty Publications
This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message …