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Paradoxical side effects of green advertising: how purchasing green products may instigate licensing effects for consumers with a weak environmental identity
Research into green advertising has mainly investigated how green appeals can enhance product attitudes, sales, and brand image. But what happens after people have purchased a ‘green’ product advertised in a green ad? In two experiments, we show that purchasing a green product may have paradoxical post-purchase effects, such that it may lower intentions to engage in subsequent environmentally friendly behaviour (a so-called licensing effect). Importantly, our results show that these post-purchase effects are moderated by environmental identity: only people with a weak environmental identity show these paradoxical postpurchase licensing effects, people with a strong environmental identity are more likely to continue behaving in an environmentally friendly way.
- All authors
- Meijers, M.H.C.; Noordewier, M.K.; Verlegh, P.W.J.; Willems, W.; Smit, E.G.
- Date
- 2019-05-03
- Volume
- 38
- Issue
- 8
- Pages
- 1202 - 1223