Green advertising: examining the effects of appeal arrangement on young Indonesian consumers’ Green attitudes and buying intention

ABSTRACT Studies of green advertising have had mixed findings from using single and hybrid appeals to consumers’ green attitudes and behavioral intentions. However, the effects of ordering or sequencing the appeals or repeating them have scarcely been investigated. Drawing upon prospect theory, green advertising, and the theory of planned behavior, this experiment, with 160 Indonesian university student participants, found that green attitudes were better formed by appeal order than appeal repetition. In contrast, the types of appeal arrangement generated insignificant differences in buying intention between green products with lower and higher perceived difficulty. The moderating effects of perceived difficulty were significant only on green products with lower perceived difficulty. Furthermore, green attitudes mediated the impacts of appeal arrangement on the intention to buy green products with both lower and higher perceived difficulty. The findings’ theoretical and practical implications also are discussed.