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

This article suggests that consumer exposure to nature's media representation in green product advertising may lead to emotional experience,,, during product consumption that are analogue to those experienced in real nature. These virtual nature experiences may constitute emotional consumption benefits ill Consumer's perception. TWO further kinds of emotional consumption experiences related to environmental products are identified: the feeling of well-being from acting in ail altruistic way (warm glow), and self-expressive benefits. The influences of the proposed consumption experiences oil the consumer's attitude toward the product Lire 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 oil 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.