Journal
JOURNAL OF CONSUMER PSYCHOLOGY
Volume 28, Issue 4, Pages 644-664Publisher
JOHN WILEY & SONS LTD
DOI: 10.1002/jcpy.1032
Keywords
Sustainable products; Message appeals; Intrinsic attributions; Sustainable consumption involvement
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In the face of the growing prevalence of multiple appeals to sustainable consumption in marketers' sustainable product communications, we examine the efficacy, in terms of consumer reactions, of adding an extrinsic appeal (e.g., Purchase this green product to save money!) to an intrinsic appeal (e.g., Purchase this green product to save the environment!) based communication for a sustainable product. Three studies provide support for our basic assertion that, compared to an intrinsic appeal, joint appeals (i.e., an intrinsic and extrinsic appeal together) reduce consumer preference for sustainable products. As well, these studies demonstrate that this adverse effect of joint appeals is based on a lowering of consumers' attributions of the company's sustainability efforts to intrinsic motives (e.g., to the company's genuine concern for the environment). Finally, not all consumers react adversely to joint appeals; relative to intrinsic appeals, such appeals increase, rather than decrease, the intrinsic attributions and sustainable product preferences for consumers with lower involvement with sustainable consumption.
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