Affirmative or negative: a study of the effectiveness of advertising sentence patterns on green advertisements.

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    • Subject Terms:
      TARGETED advertising; ADVERTISING effectiveness; SUSTAINABLE consumption; GREEN marketing; SUSTAINABLE development; INTENTION
    • Abstract:
      With the transformation of enterprises' greening development strategy, how to adopt practical advertising expression to promote green marketing has attracted much attention from both the business community and academia. This study explores the effect of sentence patterns of green advertising on green purchase intention using affirmative and negative sentences as a breakthrough. Based on the Stereotype Content Model (SCM), this study conducts three experimental studies to explore the effectiveness and internal mechanism of sentence patterns of green advertising on green consumption. The results indicate that the advertising sentence pattern (affirmative vs. negative) interacts with regulatory focus (promoting focus vs. preventing focus) to green purchase intention. Perceived competence and perceived warmth play a partial mediation role in the interaction effect. The indirect effect of perceived competence was significant only in the affirmative sentence with promoting focus groups. In contrast, the indirect effect of perceived warmth was significant only in the negative sentence with preventing focus groups. Furthermore, the individual's sense of power moderates the matching impact of green advertising sentences with a regulatory focus. The research findings enrich the theory of green advertising and provide targeted advertising strategies for companies to promote green marketing practices. [ABSTRACT FROM AUTHOR]
    • Abstract:
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