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Cited by 57Environmental Sustainability in BusinessNostalgia and Consumer BehaviorUrban Green Space and Health

Nature Imagery in Non-Green Advertising: The Effects of Emotion, Autobiographical Memory, and Consumer's Green Traits

Hartmann, Patrick, Apaolaza, Vanessa, Eisend, Martin·2016·Journal of Advertising
DOI 10.1080/00913367.2016.1190259
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Abstract

Images of pristine nature constitute frequent elements of visual advertising design. Research on the effectiveness of such imagery has been scarce, however. Which psychological processes are involved? Do all individuals react equally to nature advertising imagery? Based on environmental psychology theory, the present research analyzes the effectiveness of the use of nature imagery in non-green advertising and the underlying processes involved. We conduct three experimental studies, two with student samples and one with a representative population sample, to test the effects of visual advertising stimuli featuring nature versus urban and indoor scenery. Findings contribute to research in two ways: First, emotional ad responses that are similar to the feelings experienced in nature as well as the retrieval of positive autobiographical memories are identified as intervening processes by which nature advertising imagery increases attitude toward the ad (Aad) and brand (Abr). Second, results indicate these processes are moderated by consumers’ green traits, with green consumers being more susceptible to the persuasive effects of nature advertising imagery even though advertisements were non-green. The processes are further moderated by the accessibility of memory of past nature experiences. These findings enrich our knowledge on the effects of specific visual appeals and provide practical implications for visual advertising effectiveness.

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  • More environmentally involved consumers respond more favorably to image-based green advertisements, perhaps due to their greater emotional affinity toward nature.

    “Initial evidence indicates that more environmentally involved consumers respond more favorably to image-based green advertisements (Schmuck et al. 2017; Hartmann, Apaolaza, and Eisend 2016), perhaps due to their greater emotional affinity toward nature (Hartmann, Apaolaza, and Alija 2013).”

    From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Hartmann, Apaolaza, and Eisend 2016

  • Virtual nature experiences can be considered an affective persuasion process because they positively affect consumers' evaluations of ads and brands beyond what verbal claims in green advertising can accomplish.

    “Such 'virtual nature experiences' (Hartmann and Apaolaza-Ib a ~ nez 2008, p. 821) can be considered an affective persuasion process (Hartmann, Apaolaza, and Eisend 2016) because they positively affect consumers' evaluations of ads and brands beyond what verbal claims in green advertising can accomplish (Schmuck et al. 2017; Hartmann and Apaolaza-Ib a ~ nez 2009).”

    From Misleading Consumers with Green Advertising? An Affect–Reason–Involvement Account of Greenwashing Effects in Environmental Advertising (2018) · cites this paper as Hartmann, Apaolaza, and Eisend 2016

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Authors
Hartmann, P., Apaolaza, V., & Eisend, M.
Affiliations
  • University of the Basque Country (ES)
  • European University Viadrina (DE)
Corresponding author
Hartmann, Patrick
ORCID
Venue
Journal of Advertising
Publisher
Informa UK Limited
Published
2016-06-20
Volume
45
Issue
4
Pages
427-440
ISSN
  • 0091-3367 (ISSN-L)
  • 1557-7805
DOI
10.1080/00913367.2016.1190259
OpenAlex
W2464062990
Cited by
57
References
51
Citations by year
2026: 6 · 2025: 7 · 2024: 7 · 2023: 6 · 2022: 4 · 2021: 10 · 2020: 6 · 2019: 6 · 2018: 5
FWCI
7.63
Type
journal article
Language
en
Open access
closed
Locations
Journal of Advertising (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Psychology › Social Psychology › Nostalgia and Consumer Behavior
  • Physical Sciences › Environmental Science › Health, Toxicology and Mutagenesis › Urban Green Space and Health
Keywords
nature imagery, emotions, autobiographical memory, consumer attitudes toward advertising, brand attitude, environmental psychology, memory accessibility, persuasiveness

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