TY - JOUR
T1 - Effects of green messages in advertisements
T2 - a meta-analysis
AU - Shen, Fuyuan
AU - Yang, Guolan
AU - Conlin, Jeff
AU - Wang, Xiaohua
N1 - Publisher Copyright:
© 2023 Advertising Association.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
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U2 - 10.1080/02650487.2023.2252675
DO - 10.1080/02650487.2023.2252675
M3 - Article
AN - SCOPUS:85169798120
SN - 0265-0487
VL - 43
SP - 36
EP - 52
JO - International Journal of Advertising
JF - International Journal of Advertising
IS - 1
ER -