How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products

• DOI: 10.3389/fpsyg.2022.991525
• Publication Date: 2022-09-23T14:21:38Z
• Authors: Manhua Zheng; Decong Tang; Jianhong Chen; Qiujin Zheng; Anxin Xu
• Keywords: Value (mathematics); Green Consumption; Price premium; Green Marketing

Green food has exceptional impacts in addressing safety and environmental challenges. However, consumers' perception of green is not substantial, which results a decline consumption intention. Since advertising appeals can play bridging role resolving information asymmetry. This study based on self-construal theory, chooses agricultural products images text as experimental stimuli, analyzes the interaction influence mechanism between willingness to pay premium for through three sets studies. The findings demonstrate that product interact products. perceived value more strongly influenced by matching dependent than non-green appeals. plays full mediating this interactive effect. companies should adopt different strategies according various categories consumers enhance increase premium.