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How green advertising drives pro-environmental willingness to pay? Evidence from a within-participant between-group experiment

Jianfeng Guo (Institutes of Science and Development, Chinese Academy of Sciences, Beijing, China) (School of Public Policy and Management, University of Chinese Academy of Sciences, Beijing, China)
Xiaohan Yang (Institutes of Science and Development, Chinese Academy of Sciences, Beijing, China) (School of Public Policy and Management, University of Chinese Academy of Sciences, Beijing, China)
Sihang Yao (Institutes of Science and Development, Chinese Academy of Sciences, Beijing, China) (School of Public Policy and Management, University of Chinese Academy of Sciences, Beijing, China)
Fu Gu (Center of Engineering Management, Zhejiang University, Hangzhou, China) (Department of Industrial and System Engineering, Zhejiang University, Hangzhou, China) (National Institute of Innovation Management, Zhejiang University, Hangzhou, China)
Xuemei Zhang (Institutes of Science and Development, Chinese Academy of Sciences, Beijing, China) (School of Public Policy and Management, University of Chinese Academy of Sciences, Beijing, China)

Management of Environmental Quality

ISSN: 1477-7835

Article publication date: 22 March 2024

31

Abstract

Purpose

The purpose of this paper is to examine the influences of positive-framed and negative-framed green advertising on pro-environmental WTP. This study also explores the impacts of regulatory focus, environmental concern and pleasant level on green advertising effectiveness.

Design/methodology/approach

Data are collected from a within-participant between-group online experiment in China. The generalized estimating equation (GEE) is employed to investigate the impact of green advertising on WTP. Grouped regression and mediation analyses are conducted to explore the influences of regulatory focus, environmental concern and pleasure on advertising efficacy.

Findings

The experimental outcomes indicate that green advertising significantly increases participants’ pro-environmental WTP, and negative-framed advertising is more effective than its positive-framed counterpart. Prevention focus heightens receptivity to green advertising, and the relation of environmental concern to advertising effectiveness is inverted U-shaped. Pleasure mediates the effect of green advertising on the WTP, and this mediating role is influenced by emotional intensity when advertising is negatively framed.

Originality/value

Evidence suggests that green advertising may propel pro-environmental WTP by raising environmental awareness, but such a relationship remains severely understudied. As such, this study pioneers in exploring the impact of different-framed green advertising on pro-environmental WTP, extending the concept of green advertising to environmental management. By considering the influences of regulatory focus, environmental concern and pleasure, this study raises practical implications for designing green advertisements, such as increasing the usage of visual elements.

Keywords

Acknowledgements

This work was financially supported by the National Natural Science Foundation of China (Grant no. 71901194).

Citation

Guo, J., Yang, X., Yao, S., Gu, F. and Zhang, X. (2024), "How green advertising drives pro-environmental willingness to pay? Evidence from a within-participant between-group experiment", Management of Environmental Quality, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/MEQ-08-2023-0281

Publisher

:

Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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