The Effects of Environmental Brand Attributes and Nature Imagery in Green Advertising

ABSTRACT

Following Hartmann and Apaolaza-Ibáñez’ [(2009). Green advertising revisited. Conditioning virtual nature experiences. International Journal of Advertising, 28(4), 715–739] approach, this experimental study compares the effects of three types of green print ads: a non-green ad, a functional green ad promoting environmental product attributes, and a combined nature ad featuring a pleasant nature image in addition to functional attributes. We extend prior research by simultaneously testing moderating and mediating mechanisms to explain brand attitudes and purchase intention. Using a quota sample of 456 consumers, findings suggest that the functional ad enhances perceptions of environmental brand benefits, which positively affect purchase intention partially mediated by brand attitudes. The combined nature ad, by contrast, activates an additional emotional process of virtually experiencing nature which positively influences brand attitudes and purchase intention beyond perceptions of environmental brand benefits. The effects of the combined nature ad are even stronger for highly involved consumers.

KEYWORDS:

• Green advertising
• environmental brand attributes
• nature imagery
• brand attitude
• purchase intention

Disclosure statement

No potential conflict of interest was reported by the authors.

Notes

1. In addition, an alternative model following Hartmann and Apaolaza-Ibáñez (2008) was calculated. In this model, we entered environmental involvement as moderator of the effects of virtual nature experiences and environmental brand benefits on brand attitude. It is important to note that we did not find a moderating effect of environmental concern and environmental brand benefits (b = 0.02, n.s.) nor of environmental concern and virtual nature experiences (b = −0.012, n.s.) on brand attitude (CFI = 0.99, RMSEA = .07, PCLOSE = .99). However, when purchase intention was the dependent variable, we found a significant interaction effect of environmental concern and environmental brand benefits (b = 0.08, p < .05) but no interaction of environmental concern and virtual nature experiences (b = −0.04, n.s.) (CFI = 1.00, RMSEA = .00, PCLOSE = .92). Thus, we find that higher involved individuals rely more heavily on environmental brand benefits when forming a purchase intention. These results did not differ for green purchase behavior and attitude toward green products as moderators.