Consumersʹ green involvement and the persuasive effects of emotional versus functional ads

This study compares the effects of four types of ads: a functional green ad promoting the environmental advantages of a product, an emotional green ad using a visual representation of pleasant natural scenery, a mixed type green ad using functional and emotional strategies, and a control group. Findings of an experimental study using a representative sample of U.S. consumers suggest that both the emotional and the mixed-type ads significantly affect brand attitude, mediated by attitude toward the ad. These effects do not depend on consumersʹ green involvement. Functional ads, in contrast, only impact brand attitudes when involvement, measured as green purchase behavior or green product attitudes, is high.