{"title":"苦的还是甜的？信息框架和环境态度对绿色广告效果的互动影响","authors":"Linya Fu, Jian Gao","doi":"10.1080/01292986.2023.2179088","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study explores the external stimulus and internal psychological characteristics that influence green advertising’s effectiveness while considering the interactive effect of message framing and environmental attitudes and the mediating role of process fluency. The results showed that if a consumer has a strong environmental attitude, gain-framed green advertising more significantly impacts their attitudes toward green advertising and products and their pro-environmental behavior intentions than loss-framed advertising. Conversely, if the consumer has a weak environmental attitude, loss-framed green advertising more significantly impacts their attitudes toward green advertising and products than gain-framed messaging but does not affect their pro-environmental behavior. Additionally, it was found that process fluency mediates the interactive effect of message framing and environmental attitudes on the effectiveness of green advertising.","PeriodicalId":46924,"journal":{"name":"Asian Journal of Communication","volume":"33 1","pages":"246 - 267"},"PeriodicalIF":1.5000,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"Bitter or sweet? The interactive impact of message framing and environmental attitude on the effectiveness of green advertising\",\"authors\":\"Linya Fu, Jian Gao\",\"doi\":\"10.1080/01292986.2023.2179088\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"ABSTRACT This study explores the external stimulus and internal psychological characteristics that influence green advertising’s effectiveness while considering the interactive effect of message framing and environmental attitudes and the mediating role of process fluency. The results showed that if a consumer has a strong environmental attitude, gain-framed green advertising more significantly impacts their attitudes toward green advertising and products and their pro-environmental behavior intentions than loss-framed advertising. Conversely, if the consumer has a weak environmental attitude, loss-framed green advertising more significantly impacts their attitudes toward green advertising and products than gain-framed messaging but does not affect their pro-environmental behavior. Additionally, it was found that process fluency mediates the interactive effect of message framing and environmental attitudes on the effectiveness of green advertising.\",\"PeriodicalId\":46924,\"journal\":{\"name\":\"Asian Journal of Communication\",\"volume\":\"33 1\",\"pages\":\"246 - 267\"},\"PeriodicalIF\":1.5000,\"publicationDate\":\"2023-02-17\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asian Journal of Communication\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.1080/01292986.2023.2179088\",\"RegionNum\":2,\"RegionCategory\":\"文学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMMUNICATION\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/01292986.2023.2179088","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
Bitter or sweet? The interactive impact of message framing and environmental attitude on the effectiveness of green advertising
ABSTRACT This study explores the external stimulus and internal psychological characteristics that influence green advertising’s effectiveness while considering the interactive effect of message framing and environmental attitudes and the mediating role of process fluency. The results showed that if a consumer has a strong environmental attitude, gain-framed green advertising more significantly impacts their attitudes toward green advertising and products and their pro-environmental behavior intentions than loss-framed advertising. Conversely, if the consumer has a weak environmental attitude, loss-framed green advertising more significantly impacts their attitudes toward green advertising and products than gain-framed messaging but does not affect their pro-environmental behavior. Additionally, it was found that process fluency mediates the interactive effect of message framing and environmental attitudes on the effectiveness of green advertising.
期刊介绍：
Launched in 1990, Asian Journal of Communication (AJC) is a refereed international publication that provides a venue for high-quality communication scholarship with an Asian focus and perspectives from the region. We aim to highlight research on the systems and processes of communication in the Asia-Pacific region and among Asian communities around the world to a wide international audience. It publishes articles that report empirical studies, develop communication theory, and enhance research methodology. AJC is accepted by and listed in the Social Science Citation Index (SSCI) published by Clarivate Analytics. The journal is housed editorially at the Wee Kim Wee School of Communication and Information at Nanyang Technological University in Singapore, jointly with the Asian Media Information and Communication Centre (AMIC).
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