Effects of green messages in advertisements: a meta-analysis

Fuyuan Shen, Guolan Yang, Jeff Conlin, Xiaohua Wang

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Over the years, scholars have conducted a number of studies to examine the effectiveness of green messages in advertisements. But a gap in knowledge remains regarding how and to what extent such messages are effective in changing advertising and brand attitudes and purchase intentions. To fill the gap, we analyzed published experiment-based studies to investigate the persuasive impact of green messages in advertisements and developed a research model outlining the relationships between the key variables. Results of the meta-analysis suggested that overall, green ads had significant effects on ad attitudes, brand attitudes, and purchase intentions. Such effects, however, varied across several moderating conditions. These results have both practical and theoretical implications.

Original languageEnglish (US)
Pages (from-to)36-52
Number of pages17
JournalInternational Journal of Advertising
Issue number1
StatePublished - 2024

All Science Journal Classification (ASJC) codes

  • Communication
  • Marketing

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