Virtual Nature Experiences as Emotional Benefits in Green Product Consumption: The Moderating Role of Environmental Attitudes

Abstract

This article suggests that consumer exposure to nature's media representation in green product advertising may lead to emotional experiences during product consumption that are analogue to those experienced in “real” nature. These “virtual nature experiences” may constitute emotional consumption benefits in consumer's perception. Two further kinds of emotional consumption experiences related to environmental products are identified: the feeling of well-being from acting in an altruistic way (“warm glow”), and self-expressive benefits. The influences of the proposed consumption experiences on the consumer's attitude toward the product are analyzed in the scope of a survey of consumer perceptions of three competing energy brands, one of them positioned as a green energy brand. Results reveal mostly positive influences on product attitude, with the particular pattern of effects being significantly moderated by the environmental attitudes of the respondents. Virtual nature experiences turn out to wield the most significant influences, regardless of the consumer's degree of environmental attitudes.