Going green to repair damaged self-concept: The interplay of self-deficit and benefit appeals on green consumer behavior

This research is an empirical investigation of the interaction effect between self-deficit and benefit-appeal message framing upon subsequent environmental sustainability decision-making. Based on the self-discrepancy theory, the current research demonstrates that behavioral intentions that encourage environmental sustainability could serve as a means of compensating for the self-deficit appraisal. Two online experiments empirically test that self-deficit moderated the effect of benefit-appeal (self vs. other) on ad evaluation and purchasing intention toward an environmentally sustainable brand. In particular, Study 1 demonstrated that when in a self-deficit state, self-benefit appeals are more effective than altruistic other-benefit appeals in enhancing positive advertising evaluation and purchase intention toward a brand that advocates environmental sustainability. On the other hand, the opposite pattern was captured when self-deficit was minimized. Study 2 replicated these findings using a different brand, confirming the interaction effect between self-deficit and benefit appeal, and further investigated whether consumers' positive ad evaluation mediates the interaction effect of benefit appeals and self-deficit on purchase intention. The findings also offer managerial implications recommending that advertisers and marketers tailor their ad messaging to match consumers' desires and wants.