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

Edinger-Schons, Laura Marie ; Sipilä, Jenni ; Sen, Sankar ; Mende, Gina ; Wieseke, Jan

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Document Type: Article
Year of publication: 2018
The title of a journal, publication series: Journal of Consumer Psychology : JCP
Volume: 28
Issue number: 4
Page range: 644-664
Place of publication: Hoboken, NJ
Publishing house: Wiley
ISSN: 1057-7408 , 1532-7663
Publication language: English
Institution: Business School > Sustainable Business (Edinger-Schons 2015-2022)
Subject: 330 Economics
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.

Dieser Eintrag ist Teil der Universitätsbibliographie.

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