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How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products

Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry....

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Detalles Bibliográficos
Autores principales: Zheng, Manhua, Tang, Decong, Chen, Jianhong, Zheng, Qiujin, Xu, Anxin
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9540367/
https://www.ncbi.nlm.nih.gov/pubmed/36211938
http://dx.doi.org/10.3389/fpsyg.2022.991525
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author Zheng, Manhua
Tang, Decong
Chen, Jianhong
Zheng, Qiujin
Xu, Anxin
author_facet Zheng, Manhua
Tang, Decong
Chen, Jianhong
Zheng, Qiujin
Xu, Anxin
author_sort Zheng, Manhua
collection PubMed
description Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium.
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spelling pubmed-95403672022-10-08 How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products Zheng, Manhua Tang, Decong Chen, Jianhong Zheng, Qiujin Xu, Anxin Front Psychol Psychology Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium. Frontiers Media S.A. 2022-09-20 /pmc/articles/PMC9540367/ /pubmed/36211938 http://dx.doi.org/10.3389/fpsyg.2022.991525 Text en Copyright © 2022 Zheng, Tang, Chen, Zheng and Xu. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zheng, Manhua
Tang, Decong
Chen, Jianhong
Zheng, Qiujin
Xu, Anxin
How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
title How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
title_full How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
title_fullStr How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
title_full_unstemmed How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
title_short How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
title_sort how different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9540367/
https://www.ncbi.nlm.nih.gov/pubmed/36211938
http://dx.doi.org/10.3389/fpsyg.2022.991525
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