A1 Journal article (refereed), original research

Are two reasons better than one? The role of appeal type in consumer responses to sustainable products.


LUT Authors / Editors

Publication Details
Authors: Edinger-Schons Laura, Sipilä Jenni, Sen Sankar, Mende Gina, Wieseke Jan
Publisher: Elsevier
Publication year: 2018
Language: English
Related Journal or Series Information: Journal of Consumer Psychology
Volume number: 28
Issue number: 4
ISSN: 1057-7408
JUFO-Level of this publication: 2
Open Access: Not an Open Access publication

Abstract

In the face of the growing prevalence of multiple appeals to sustainable consumption in marketers’ sustainable product communications, we examine the efficacy, in terms of consumer reactions, of adding an extrinsic appeal (e.g.,“Purchase this green product to save money!”) to an intrinsic appeal (e.g.,“Purchase this green product to save the environment!”) based communication for a sustainable product. Three studies provide support for our basic assertion that, compared to an intrinsic appeal, joint appeals (i.e., an intrinsic and extrinsic appeal together) reduce consumer preference for sustainable products. As well, these studies demonstrate that this adverse effect of joint appeals is based on a lowering of consumers’ attributions of the company’s sustainability efforts to intrinsic motives (e.g., to the company’s genuine concern for the environment). Finally,not all consumers react adversely to joint appeals; relative to intrinsic appeals, such appeals increase, rather than decrease, the intrinsic attributions and sustainable product preferences for consumers with lower involvement with sustainable consumption.


Last updated on 2020-25-03 at 12:13

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