The Influence of Green Product Type, Message Framing, and Anticipated Pride on Green Consumption Behavior: An Event-Related Potential (ERP) Study.

ABSTRACT: Different types of green products require different marketing approaches to promote individual green purchasing behaviors. Previous studies have focused only on the effects of message framing on the promotion of different types of green products; however, little is known about the role of underlying emotions. Using event-related potentials (ERPs), this study investigated the neural responses to message framings and anticipated pride in green product types to assess their level of influence on green consumption. Participants in this study were randomly assigned to the anticipated pride versus control groups, and asked to make green consumption decisions involving different types (self- vs. other-interested) of green products, utilizing both gain and loss framing. The behavioral results demo

SUBMITTER: Zhang G 

PROVIDER: S-EPMC10604928 | biostudies-literature | 2023 Oct

REPOSITORIES: biostudies-literature