Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity

Figures & data

Figure 1. Study 1 results – environmental concern. Figure showing the interaction effect of purchasing a product advertised by a non-green or green ad and individual difference in environmental identity on environmental concern (1–7) in Study 1.

Table 1. Conditional effects of non-green versus green advertising on environmental concern at values of the moderator environmental identity in Study 1 based on a floodlight analysis (Johnson and Neyman 1936) via PROCESS Model 1 (Hayes 2013).

Environmental identity	Effect	Se	t	p	LLCI	ULCI
1.00	–1.48	0.51	–2.93	.004	–2.4878	–0.4760
1.28	–1.36	0.46	–2.92	.005	–2.2817	–0.4339
1.55	–1.23	0.42	–2.91	.005	–2.0769	–0.3907
1.83	–1.11	0.38	–2.89	.005	–1.8736	–0.3459
2.10	–0.99	0.35	–2.86	.005	–1.6724	–0.2991
2.38	–0.86	0.31	–2.80	.006	–1.4741	–0.2493
2.65	–0.74	0.27	–2.71	.008	–1.2799	–0.1955
2.93	–0.61	0.24	–2.55	.013	–1.0916	–0.1357
3.20	–0.49	0.21	–2.31	.024	–0.9118	–0.0674
3.43	–0.38	0.19	–1.99	.050	–0.7690	0.0000
3.48	–0.37	0.19	–1.92	.058	–0.7445	0.0133
3.75	–0.24	0.18	–1.36	.177	–0.5941	0.1109
4.03	–0.12	0.17	–0.67	.502	–0.4646	0.2295
4.30	0.01	0.18	0.04	.972	–0.3569	0.3699
4.58	0.13	0.20	0.65	.517	–0.2684	0.5294
4.85	0.25	0.23	1.13	.263	–0.1944	0.7036
5.13	0.38	0.26	1.48	.143	–0.1309	0.8880
5.40	0.50	0.29	1.73	.087	–0.0744	1.0796
5.68	0.63	0.33	1.92	.058	–0.0228	1.2761
5.80	0.68	0.34	1.99	.050	0.0000	1.3687
5.95	0.75	0.36	2.06	.043	0.0254	1.4759
6.23	0.87	0.40	2.17	.033	0.0711	1.6783
6.50	1.00	0.44	2.25	.027	0.1151	1.8824

Table 2. Conditional effects of non-green versus green advertising on behavioural intentions at values of the moderator environmental identity in Study 2 based on a floodlight analysis (Johnson and Neyman 1936) via PROCESS Model 1 (Hayes 2013).

Environmental identity	Effect	Se	t	p	LLCI	ULCI
1.20	–2.00	0.80	–2.50	.015	–3.5959	–0.4008
1.44	–1.89	0.75	–2.52	.014	–3.3939	–0.3950
1.68	–1.79	0.70	–2.55	.013	–3.1924	–0.3887
1.92	–1.69	0.65	–2.58	.012	–2.9915	–0.3818
2.16	–1.58	0.60	–2.62	.011	–2.7913	–0.3742
2.40	–1.48	0.56	–2.65	.010	–2.5920	–0.3657
2.64	–1.38	0.51	–2.70	.009	–2.3938	–0.3561
2.88	–1.27	0.46	–2.74	.008	–2.1972	–0.3449
3.12	–1.17	0.42	–2.79	.007	–2.0026	–0.3318
3.36	–1.06	0.37	–2.84	.006	–1.8107	–0.3158
3.60	–0.96	0.33	–2.89	.005	–1.6227	–0.2961
3.84	–0.86	0.29	–2.92	.005	–1.4402	–0.2708
4.08	–0.75	0.26	–2.92	.005	–1.2657	–0.2374
4.32	–0.65	0.23	–2.84	.006	–1.1031	–0.1923
4.56	–0.54	0.21	–2.63	.011	–0.9573	–0.1303
4.80	–0.44	0.20	–2.23	.029	–0.8337	–0.0460
4.91	–0.39	0.20	–2.00	.050	–0.7866	0.0000
5.04	–0.34	0.20	–1.68	.098	–0.7358	0.0638
5.28	–0.23	0.22	–1.08	.285	–0.6624	0.1982
5.52	–0.13	0.24	–0.53	.596	–0.6088	0.3524
5.76	–0.02	0.27	–0.09	.929	–0.5696	0.5210
6.00	0.08	0.31	0.26	.798	–0.5404	0.6996

Figure 2. Study 2 results – behavioural intentions. Figure showing the interaction effect of imagining purchasing a product advertised by a non-green or green ad and individual difference in environmental identity on environmentally friendly behavioural intentions (1–7) in Study 2.