Feeling ambivalent about going green
Abstract
A survey explores factors that lead to consumers' ambivalent attitudes about green products and buying green products. An experiment further tests the moderating influence of this ambivalence on consumer responses to green advertising that suggests the advertisers exert different levels of green efforts (low, moderate, high). A proposed model predicts that high-effort claims induce greater levels of discomfort among ambivalent participants, which encourage them to engage in motivated processing in which they discount the believability of the ad, as well as that of the green claims. As a result, evaluations of the product become more negative. The experimental findings confirm these predictions.
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Discomfort negatively affects satisfaction and brand attitudes.
“Evidence has shown that discomfort negatively affects satisfaction (Chea & Luo, 2008) and brand attitudes (Chang, 2011).”
From Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation (2018) · cites this paper as Chang, 2011
Cites
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The Means and End of Greenwash
Lyon, T. P., & Montgomery, A. W. (2015) · Organization & Environment · doi:10.1177/1086026615575332 · Cited by 1,636 · see citing works
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Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing'
Parguel, B., Benoit-Moreau, F., & Russell, C. A. (2015) · International Journal of Advertising · doi:10.1080/02650487.2014.996116 · Cited by 364 · see citing works
Mobile shopping cart abandonment: The roles of conflicts, ambivalence, and hesitation
Huang, G.-H., Korfiatis, N., & Chang, C.-T. (2018) · Journal of Business Research · doi:10.1016/j.jbusres.2017.12.008 · Cited by 163 · see citing works
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- Authors
- Chang, C.
- Affiliations
- National Chengchi University (TW)
- Corresponding author
- Chang, Chingching
- ORCID
- Chang, Chingching
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2011-12-17
- Volume
- 40
- Issue
- 4
- Pages
- 19-32
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W2020860725
- Cited by
- 391
- References
- 4
- Citations by year
- 2026: 22 · 2025: 31 · 2024: 33 · 2023: 33 · 2022: 34 · 2021: 31 · 2020: 37 · 2019: 28 · 2018: 23 · 2017: 23 · 2016: 15 · 2015: 32 · 2014: 21 · 2013: 16 · 2012: 11
- FWCI
- 44.50
- 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
- Physical Sciences › Environmental Science › Management, Monitoring, Policy and Law › Environmental Education and Sustainability
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Keywords
- ambivalence, green products, green advertising, consumer attitudes, advertising effort, environmental claims, product evaluation, sustainable consumption
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