ArticleFrontiers in psychology2022
How different advertising appeals (green vs. non-green) impact consumers' willingness to pay a premium for green agricultural products.
Article in Frontiers in psychology, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 7 papers.
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Who cites it
7 citing papers in PubMed.
- Willingness to pay a premium for eco-label products in China: a mediation model based on quality value.Scientific reports · 2025Article
- E-commerce and green food consumption of rural residents: implications for sustainable rural food systems.Frontiers in nutrition · 2025Article
- Value delivery in green consumption: the effect of advertisement value proposition on consumer perception and purchase intention.Frontiers in psychology · 2024Article
- Are non-competitors greener? The effect of consumer awareness differences on green food consumption.Frontiers in psychology · 2023Article
- The impact of anchor characteristics on consumers' willingness to pay a premium for food-an empirical study.Frontiers in nutrition · 2023Article
- The influence of the brand image of green agriculture products on China's consumption intention--The mediating role of perceived value.PloS one · 2023Article
- Attribute-Driven or Green-Driven: The Impact of Subjective and Objective Knowledge on Sustainable Tea Consumption.Foods (Basel, Switzerland) · 2022Article
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Authors and funding
5 authors.
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Abstract
Green food has exceptional impacts in addressing food safety and environmental challenges. However, consumers' perception of green food is not substantial, which results in a decline in consumption intention. Since advertising appeals can play a bridging role in resolving information asymmetry. This study is based on self-construal theory, chooses green agricultural products images and text as experimental stimuli, and analyzes the interaction and influence mechanism between advertising appeals and consumers' willingness to pay a premium for green agricultural products through three sets of experimental studies. The findings demonstrate that self-construal and green agricultural product advertising appeals interact to influence consumers' willingness to pay a premium for green agricultural products. Green perceived value is more strongly influenced by matching dependent self-construal and green advertising appeals than non-green advertising appeals. Green perceived value plays a full mediating role in this interactive effect. Green agricultural products companies should adopt different advertising strategies according to the various categories of consumers to enhance consumers' green perceived value and increase the willingness to pay a premium.
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