Sustainable Cities and Society 34 (2017) 32–42 Contents lists available at ScienceDirect Sustainable Cities and Society journal homepage: www.elsevier.com/locate/scs The impact of different emotional appeals on the purchase intention for green products: The moderating effects of green involvement and Confucian cultures MARK ⁎ Jianming Wang , Jing Bao, Congcong Wang, Longchang Wu School of Business Administration, Zhejiang University of Finance & Economics,18 Xueyuan Road, Hangzhou, Zhejiang 310018, China A R T I C L E I N F O A B S T R A C T Keywords: Experiment Emotional green appeal Purchase intention Green involvement Confucian cultures By conducting field experiments with energy-saving and environment-friendly refrigerators, data concerning different emotional green appeals and consumers’ psychological responses were collected. Through the conditional process model analysis based on the data, the effects of different emotional green appeals on consumers’ attitude towards the advertisement, perceived value, and purchase intention were analyzed. This is not only the first time that the moderating effect of Confucian cultures was verified but also the first study that includes the admiring green appeal and the disdainful green appeal. Overall, part of the effects of the different emotional green appeals have separate impacts on consumers’ attitude toward advertisement, perceived value, and green purchase intention. Attitude and perceived value have significant mediating effect on the relationship between emotional green appeals and purchase intention in the framework of admiration vs disdain. Green involvement and Confucian culture are not qualified moderators in any situations. These conclusions provide important implications for the promotion of enterprises’ green appeal advertisements. 1. Introduction In consideration of global environmental issues generated mainly by human activities (Dong, Deng, Li, & Huang, 2017), such as the greenhouse effect, water shortage, air pollution, noise pollution and species extinction (Chen & Lee, 2015; Wang, Zhang, & Liu, 2016), becoming more and more serious, it is important to reduce the negative impact of human beings’ activities on the eco-environment. In addition, promoting consumers’ green purchase behavior is a very important way to help such a reduction. Obviously, consumers with high environmental awareness are more likely to buy green products and to pursue sustainable consumption patterns (Teng & Ow, 2014; Yunus & Rahman, 2014). To raise consumers’ environmental awareness, green appeal advertisements play an important role. They are the advertisements that can evoke audiences’ green purchase behaviors, and excellent ones depend on a good understanding of how the mechanism of the appeal information affects consumers’ purchasing decisions. Previous studies have focused not only on different responses of consumers when they are facing various green appeal advertisements (Xu, Arpan, & Chen, 2015) but also on the different effects of various green appeal advertisements (such as emotional versus functional appeals, green versus non-green appeals, environmental benefit versus economic benefit ⁎ appeals, self-benefit versus other-benefit appeals, well-baby versus sickbaby appeals, assertive versus suggestive appeals, long-term versus short-term appeals, etc. (Kronrod, Grinstein, & Wathieu, 2012; Ku, Kuo, Wu, & Wu, 2012; Matthes, Wonneberger, & Schmuck, 2014; Melody & Roxanne, 1999; Xu et al., 2015; Wang & Wu, 2015). However, few studies have specifically studied emotional green appeal advertisements, which may evoke consumers’ green emotions. Therefore, this study investigated the effectiveness of different emotional green appeals (the proud appeal, admiring appeal, guilty appeal, and disdainful appeal) in influencing consumers’ attitude towards the advertisement, perceived value, and purchase intention in an emerging country. It may enrich studies on green appeal advertisement, provide some theoretical references for enterprises’ green promotion strategies, and contribute to the sustainable development of the entire society (Xu et al., 2015). 2. Literature review and model hypotheses 2.1. Direct effects Successful advertising lies in discovering human emotions, be they positive or negative, to leave people touched in some way (Maheswarappa & Sivakumaran, 2017). This is also true for green Corresponding author. E-mail addresses: sjwjm@zufe.edu.cn (J. Wang), 466629563@qq.com (J. Bao), 531582046@qq.com (C. Wang), 719305862@qq.com (L. Wu). http://dx.doi.org/10.1016/j.scs.2017.06.001 Received 5 March 2017; Received in revised form 18 May 2017; Accepted 2 June 2017 Available online 08 June 2017 2210-6707/ © 2017 Elsevier Ltd. All rights reserved. Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. Dermody, & Urbye, 2014). Hence, we propose the following: H3.1: The proud green appeal will be more effective than the guilty green appeal in improving consumers’ purchase intention. H3.2: The admiring green appeal will be more effective than the disdainful green appeal in improving consumers’ purchase intention. promotion advertising. Based on previous studies, emotional green appeals include four types: the proud appeal, admiring appeal, guilty appeal, and disdainful appeal (Wang & Wu, 2015). Furthermore, the first two are positive emotional appeals, while the rest are negative (Carrus, Passafaro, & Bonnes, 2008; Ferguson & Branscombe, 2010; Kaiser & Wilson, 2004). In addition, the proud appeal and the guilty appeal are designed to stimulate the receivers’ emotions toward their own “proper/improper” behavior, while the admiring appeal and the disdainful appeal are designed to stimulate the receivers’ emotions toward other people’s “proper/improper” behavior. Extant studies have already demonstrated that emotional feeling can promote sustainable consumption behavior (Antonetti & Maklan, 2014; Chen & Lee, 2015; Nameghi & Shadi, 2013). However, different types of emotions may have disparate effects. According to Fredrickson’s broaden-and-build model of positive emotions, positive emotions can promote individuals’ actions; specifically, positive emotional appeals bring people sensory pleasure and happiness, which can lead them to accept the advertisement or love the brand (Fredrickson, 2001). In contrast, negative emotional appeals influence people’s attitude by a complex process that centers around the notions of motivated attention and motivated processing (Nabi, 1999). For example, people will evaluate the possibility and degree of threat that negative appeals of advertisements may suggest (Manrai, Manrai, & Ryans, 1997). However, the promotional effects of negative emotional appeals are instable and even counterproductive (Bessarabova, Turner, Fink, & Blustein, 2015). Hence, we propose the following: H1.1: The proud green appeal will be more effective than the guilty green appeal in influencing attitude towards the advertisement. H1.2: The admiring green appeal will be more effective than the disdainful green appeal in influencing attitude towards the advertisement. Consumers’ perceived value is the value that consumers estimate based on the intrinsic and extrinsic attributes of an aimed product (de Medeiros, Ribeiro, & Cortimiglia, 2016). Zeithaml (Zeithaml, 1998) believes that various consumers have different perceived values of a given aimed product because of their personalized preferences and cognition. Furthermore, some scholars suggest that consumers’ perceived value is significantly affected by emotion; that is, consumers’ perceived value will change along with their current emotional atmosphere (Mort, 2010). Advertising-induced emotional responses positively influence patrons’ perceived value (Hyuna, Kimb, & Lee, 2011). In addition, the positive emotional appeals of advertisements are devoted to eliciting positive emotions, and these emotions are very likely to lead to a positive evaluation (i.e., cognition) of an object (Hyuna et al., 2011). Hence, we propose the following: H2.1: The proud green appeal will be more effective than the guilty green appeal in improving consumers’ perceived value. H2.2: The admiring green appeal will be more effective than the disdainful green appeal in improving consumers’ perceived value. It is common sense that consumers’ purchase intention can help marketers to predict their actual purchase behavior. Therefore, consumers’ purchase intention is usually substituted for their actual purchase behavior in academic studies. Consumers’ emotions, which are evoked by watching or experiencing emotional green appeal advertisements, have proved to be effective in promoting various green behavior intentions (Carrus et al., 2008; Harth, Leach, & Kessler, 2013; Rees, Klug, & Bamberg, 2015). Some scholars have supposed that the effect of emotional green appeals on consumers’ purchase intention is at the extreme, as such an appeal suits an individual’s current emotional needs (Tih, Chan, Ansary, & Ahmed, 2016). Furthermore, Meneses et al. (Meneses, 2010) divided advertisements into rational and emotional and at the same time classified consumers’ emotions into positive and negative. It turned out that emotional resonance worked better than theoretical knowledge in promoting consumers’ purchase intention; furthermore, positive emotion is more effective than negative emotion. A research conclusion regarding consumers’ ecological packaging behavior supported the same idea (Koenig-Lewis, Palmer, 2.2. Mediating effects Many factors can impact consumers’ purchase intention, and the attitudinal variables are regular aspects of extant green marketing studies (Paço, Alves, Shiel, & Filho, 2013; Chen, Long, Niu, Feng, & Yang, 2014; Fornara, Pattitoni, Mura, & Strazzera, 2016; Meijer, Catacutan, Sileshi, & Nieuwenhuis, 2015). It is found that consumers’ green purchase behaviors depend greatly on their attitude towards the advertisement; they would not buy a brand whose advertising they dislike (Shrum, McCarty, & Lowrey, 1995). A positive attitude can strengthen their purchase intention and maintain their satisfaction with and loyalty to the enterprise (Uncles, Dowling, & Hammond, 2003). Moreover, many scholars found that consumers’ attitude towards the advertisement is the intermediary variable between the advertisement appeal and the purchase intention (Mitchell & Olson, 2000; Matthes et al., 2014), and Biel (Biel & Bridgwater, 1990) suggested that an enterprise should know its targeted consumers’ purchase intention after exposure to an advertisement so that the subsequent advertising strategy can be optimized. Hence, we propose the following: H4: Consumers’ positive attitude towards the advertisement will significantly mediate the influence of emotional green appeal type on their purchase intention. Many studies focus on the relationship between consumers’ perceived value and purchase intention, and most of their conclusions have supported the idea that the former can impact the latter. Zeithaml’s (Zeithaml, 1998) study explored consumers’ purchase behavior from a psychological perspective and found that purchase intention will improve remarkably when the perceived benefits are greater than the perceived cost. Eggert et al. (Eggert & Ulaga, 2002) admitted that many factors can impact consumers’ purchase behavior; perceived value and consumers’ satisfaction absolutely cannot be ignored. By investigating a large pool of national restaurant patrons, scholars found that perceived value can directly promote consumption intention (Hyuna et al., 2011). In addition, the results of Wang et al. (Wang & Juan, 2016) indicated that the effect of perceived service value on repetitive consumption behavioral intention is statistically significant. Research on green consumption has also confirmed that consumers’ perceived value holds a central position in the factors influencing their green purchase intention (Yang & Zhou, 2006). Furthermore, the value can also directly promote consumers’ green repurchase behavior (Lam, Lau, & Cheung, 2016). Hence, we propose the following: H5: Consumers’ perceived value will significantly mediate the influence of emotional green appeal type on their purchase intention. 2.3. Moderating effects Involvement can be defined as the extent to which the attitudinal issue under consideration is of personal importance (Petty & Cacioppo, 1979). It is not only a factor which has been widely used to study marketing and consumer behavior (Hu & Yu, 2007; Jin, 2009), but also an important moderating variable in studying advertising effectiveness (Braverman, 2008). Individuals with different involvement tend to process information differently and this can influence the impact of appeal/messages on behavior intention (Park, Lee, & Han, 2007; Cornelis, Cauberghe, & De Pelsmacker, 2014). Extant research found that a high level of involvement leads to cognitive information processing regarding issues of interest, whereas a low level of involvement results in information processing through simple cues (Sohn & Lee, 2017). In other words, the higher consumers’ involvement, the more 33 Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. these cultural characters may reinforce or inhibit the effect of different type of green advertisements on consumers’ attitude, perceived value and final purchase decision. Hence, we propose the following: H7.1: Confucian culture moderates the influence of emotional green appeal type on attitude towards the advertisement. H7.2: Confucian culture moderates the influence of emotional green appeal type on perceived value. H7.3: Confucian culture moderates the influence of emotional green appeal type on purchase intention. Above all, emotional green appeals are independent variables. Beyond that, attitude towards the advertisement, perceived value and purchase intention are dependent variables (among which attitude towards the advertisement and perceived value are mediating variables, and purchase intention is an outcome variable), and green involvement and Confucian culture are moderating variables. The whole theoretical model is shown in Fig. 1. effortful their information processing (Shao, Baker, & Wagner, 2004). Thus, involvement can affect the effect of the advertisement through moderating the influence of advertising appeal on consumers’ various psychological variables or behaviors. For example, a study of impulse buying revealed that shopping involvement can moderate the relationship between consumers’ negative emotions and their consumption behavior (Sohn & Lee, 2017). In the research of risk information, So, Jeong, & Hwang (2017) suggested the effect of information on respondents’ attitude was moderated by their involvement. Furthermore, in the study of advertising effects, it is demonstrated that the level of involvement can remarkably moderate the influence of type of advertisements on attitudes towards advertisement, brand attitudes and purchase intentions (Park, Park, & Jeon, 2014). A research of internet travel advertisement also support the above view, its result showed that consumers’ product and situational involvement play a moderating role in the relationships among advertising content design, attitude towards the advertisement, brand attitude and purchase intention (Rasty, Chou, & Feiz, 2013). In a green advertisement study of consumers’ response to different print advertisements for a green laundry detergent, scholars found that, for those less involved with the environment, the effects of type of green appeal on attitude toward the ad and purchase intention are significantly different from those highly involved with the environment (Melody & Roxanne, 1999). Hence, we propose the following: H6.1: Green involvement moderates the influence of emotional green appeal type on attitude towards the advertisement. H6.2: Green involvement moderates the influence of emotional green appeal type on perceived value. H6.3: Green involvement moderates the influence of emotional green appeal type on purchase intention. Culture is a factor that emphasizes the multiple differences in the structure and behavior of the market (Frías, Rodríguez, Alberto Castañeda, Sabiote, & Buhalis, 2012). People’s psychological states and behaviors are always moderated by culture. For example, it is found that culture can affect the relationship between trait buying impulsiveness and impulsive buying behavior at the cultural grouping and individual difference levels (Kacen & Lee, 2002). By probing the relationship between type of emotional appeal and advertisement’ effect (i.e. participants’ generalized feelings, attitudes, and impressions), scholars revealed that culture successfully played a moderating role in the hypothesized model (Han & Ling, 2016). A study of advertising effectiveness also found that culture can moderate the effects of advertisements’ appeal type on subjects’ relevant attitudinal variables (Zhang & Neelankavil, 1997). Zhang, Zhu, & Liu (2012) confirmed that culture does have specific moderating effects on the relationships between motivational factors and mobile commerce adoption intention through meta-analysis. Besides, the study of Kaba & Osei-Bryson (2013) showed that the effects of motivations on the attitude of use of information and communication technology are significantly moderated by culture. Confucian culture is one kind of traditional culture and most popular in Eastern cultures. We focus on only three aspects, behavioridentity matching, herd behavior, and Mianzi,1 for the broad connotations of Confucian culture. These three kinds of values in Confucian culture are most closely related to green purchase behavior, which all think highly of other people’s view. Yang (1981)noted that Chinese consumers think a great deal of how they are evaluated by other people, especially those in the same social class. In addition, Easterners pay great attention to Mianzi (Ho, 1976). For example, Chinese consumers always want to improve their Mianzi, which means getting more respects or admiration (e.g. purchasing pro-environmental product), and they will be very angry, embarrassed, and anxious when they lose Mianzi (e.g. be laughed at for acts of environmental pollution). Thus, 1 3. Methodology 3.1. Experimental product Based on the analysis of Chinese journals’ green appeal advertisements, it turns out that the number of advertisements for the household appliance industry is the largest (Xing, 2007). Dai et al. (Dai, Wu, Jing, & Tong, 2009) found that green appeal advertisements for the secondary industries (e.g., household electrical appliances, automobiles) are the most frequent type in journals, on television, and in other media. Otherwise, the advertisement expenditure of the household electrical appliances industry always tops the list, based on the China advertising yearbook. What is more, the household electrical appliances industry correlates closely with civilians, and almost every household has at least one refrigerator. In conclusion, we chose the refrigerator as experimental product. To avoid trademark infringement or other, unknown disturbances, we created a fake refrigerator brand called Grennes as our experimental brand. We assumed that the refrigerator performs well in energy saving and environmental protection (such as a high level of energy efficiency, a superefficient compressor, efficient fluorine-free refrigeration, and only 1 kWh of electricity use over 3 days). 3.2. Experimental material Four video advertisements were made by the research team, which present the emotional green appeals in the following order: the proud appeal, guilty appeal, admiring appeal, and disdainful appeal. Before we made the advertisements, a pilot research project was conducted. We randomly recruited five groups of respondents, with 10 respondents (5 females and 5 males) in each group. Each respondent was asked 2 questions: 1) talk about your first impression of the background, slogans, and cartoon images of pride, guilt, admiration, and disdain; 2) describe, in sequence, the effect of pride, guilt, admiration, or disdain on your behavior. Based on these investigation results, the experimental advertisements (consisting of text and pictures) were made using PowerPoint. Then, we turned the PPT files into videos, using Ulead video studio 8. At the end, we employed professional dubbing staff to dub the videos (the text contents of the advertisements are shown in Appendix B). Before the formal experiment, we conducted another pilot test to ensure the effectiveness of these video advertisements. One hundred twenty randomly sampled respondents were asked to watch them. Every thirty respondents watched only one of these advertisements and then answered the following questions: 1) If I purchase this energysaving and environment-friendly refrigerator, I will be proud of myself; 2) If I do not choose this energy-saving and environment-friendly refrigerator, I will feel guilty; 3) If others purchase this energy-saving and environment-friendly refrigerator, I will admire them; 4) If others do Mianzi means ‘face’, although not exactly. 34 Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. Fig. 1. Research model. Notes: Solid lines depict the influential effects, and dashed lines depict the moderating effects. Green involvement Admiring appeal Guilty appeal Disdainful appeal H6 Emotional green appeal type Proud appeal Attitude towards advertisement H1 H4 Purchase H3 intention H2 Perceived value H5 H7 Confucian cultures 3.4. Sample not choose this energy-saving and environment-friendly refrigerator, I will disdain them. The results show that the mean score of the proud appeal group (question 1) is significantly higher than that of the other groups (p < 0.000). The effectiveness of the other three advertisements is also demonstrated. The field experiments were performed in Hangzhou, People’s Republic of China, from June to August 2015. Hangzhou is a large city in Eastern Asia; its total area is 16,596 square kilometers, and it has a resident population of 9.018 million (2015). Hangzhou had a GDP of 1,005.358 billion RMB yuan (approximately US$146.18 billion) in 2015 and a per capita GDP amounting to 112,268 RMB yuan (approximately US$16, 324). Hangzhou represents the developed, prosperous cities of emerging countries. A random sampling method was used to ensure better representation. The field experiments occurred mainly in the Xiasha Higher Education Park of Hangzhou, where there are plentiful well-educated and patient subjects. There were 400 sample respondents, who were divided into 4 groups, with 100 respondents in each group. Because young people are more capable of understanding the study and more willing to participate in the experiments, the age of most of the respondents was under 34 (96.6%), and the groups were approximately half men and half women. In addition, 41.8% of the respondents had bachelor’s degrees, 38% had postgraduate degrees, and the education of the rest was at a level below the bachelor’s degree. The demographic characteristics of the respondents are shown in Table 1. 3.3. Measurement We used a five-point Likert scale to complete the survey (1 = strongly disagree, 5 = strongly agree). The variables used to measure each construct were derived mainly from previous studies and adjusted to Eastern cultures. The questionnaire included items that measured attitude towards the advertisement, perceived value, purchase intention, green involvement, and Confucian culture. Key background information from the respondents was also included. The attitude toward the green advertisement (appeal) included three items based on Tang and Wang (Tang, Wang, & Lu, 2014): 1) This green appeal is very impressive; 2) This green appeal is attractive; 3) I love this green appeal. The three items for perceived value were based on Sun and Zhang (2015): 1) Choosing this energy-saving and environment-friendly refrigerator can help in ecological environment improvement; 2) Choosing this energy-saving and environment-friendly refrigerator can help me in obtaining admiration; 3) Choosing this energy-saving and environment-friendly refrigerator can help me in building a positive image. A three-item scale developed to measure purchase intention was derived from Wang and Wu (Wang & Wu, 2016): 1) I will collect and comprehend information about this energy-saving and environmentfriendly refrigerator; 2) I will purchase this energy-saving and environment-friendly refrigerator when I need to buy a refrigerator; 3) This advertisement prompts me to purchase this energy-saving and environment-friendly refrigerator. Green involvement was measured with 3 items adapted from Souza and Taghian (Souza & Taghian, 2005): 1) I am concerned about environmental issues; 2) I pay close attention to green appeal information; 3) I keep a watchful eye on new and popular green products. For the Confucian culture, we consulted the findings obtained by Zhang (Zhang, 2005): 1) An individual’s behavior should match his/her status; 2) An individual’s clothing should match his/her status; 3) I will not tell my family when I lose Mianzi; 4) I do not like to be blamed at work; 5) I believe the teacher’s instruction is very important; 6) I will mainly consider the advice of the people around me when I am making purchasing decisions. 4. Results 4.1. Manipulation checks A manipulation check was conducted by comparing the mean scores of the four questions in 3.2. For question 1 (proud), the results of the one-way analysis of variance (ANOVA) revealed that the mean score of the proud appeal group was significantly higher than that of the other groups (Mpride = 3.92, SDpride = 1.032; Mother = 3.22, SDother = 1.293; F = 23.931, P < 0.000); For question 2 (guilty), the mean score of the guilty appeal group was significantly higher than that of the other groups (Mguilty = 3.84, SDguilty = 1.080; Mother = 2.31, SDother = 1.110; F = 144.488, P < 0.000); For question 3 (admiring), the mean score of the admiring appeal group was significantly higher than that of the other groups (Madmiring = 3.77, SDadmiring = 1.110; Mother = 3.12, SDother = 1.186; F = 23.568, P < 0.000). For question 4 (disdainful), the mean score of the disdainful appeal group is significantly higher than that of the other groups (Mdisdainful = 3.28, SDdisdainful = 1.349; Mother = 2.05, SDother = 1.082; F = 85.142, P < 0.000). Thus, the manipulations of different emotional green appeals were successful. 35 Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. Table 1 Description of respondents’ characteristics. Proud appeal Guilty appeal Admiring appeal Disdainful appeal Total Percent Gender 1. Male 2. Female 41 59 54 46 45 55 66 34 206 194 51.5% 48.5% Age 1. Less than 24 2. 25–34 3. 35–44 4. 45–54 5. over 55 48 25 5 0 2 29 66 3 2 0 43 56 0 0 1 63 36 0 0 1 183 203 8 2 4 45.8% 50.8% 2.0% 0.4% 1.0% Education 1. Junior middle school or below 2. Senior middle school 3. Technical college 4. University (Undergraduate) 5. University (Postgraduate) 6 5 6 50 33 9 5 17 36 33 2 1 6 33 58 3 2 19 48 28 20 13 48 167 152 5.0% 3.2% 12.0% 41.8% 38.0% Monthly Income* 1. Less than ¥2, 200 (Less than approximately US$ 320) 2. ¥2, 201 ∼ ¥4, 400 (approximately US$ 321 ∼ US$ 640) 3. ¥4, 401 ∼ ¥6, 600 (approximately US$ 641 ∼ US$ 960) 4. ¥6, 601 ∼ ¥8, 800 (approximately US$ 961 ∼ US$ 1, 280) 5. Over ¥8, 801 (over approximately US$ 1, 281) 24 25 15 2 4 18 32 22 8 9 22 12 9 6 2 22 18 11 2 4 86 87 57 18 19 32.2% 32.6% 21.3% 6.7% 7.2% Note: 133 respondents (33%) did not fill in the item “monthly income”. Table 2 Correlations among variables and their descriptive statistics. Attitude Value Intention Involvement Confucian Mean S.E. α Attitude Value Intention Involvement Confucian 4.37 3.57 3.31 3.65 3.53 0.87 1.34 1.26 1.21 0.80 0.83 0.90 0.80 0.81 0.86 1 0.33*** 0.43*** 0.25*** 0.06 1 0.38*** 0.1* 0.08* 1 0.2*** 0.13** 1 0.04 1 Note: S.E. = Standard error, α = Cronbach's alpha, Attitude = Attitude towards the advertisement, Value = Perceived value, Intention = Purchase intention, Involvement = Green involvement, Confucian = Confucian culture; *p < .05, **p < .01, ***p < .001 (One-tailed). 4.2. Discriminant validity Table 3 Rotated component matrix. Table 2 not only displays the correlations between each pair of attitude towards the advertisement, perceived value, purchase intention, green involvement, and Confucian culture,2 but also shows the mean value, standard error and Cronbach’s alpha of these variables. As can be seen in this table, all of the Cronbach’s alpha are larger than 0.7, which means the measurement of this study is reliable (DeVellis, 1991). Then, a Principle Component Analysis was conducted to demonstrate the discriminant validity of the measures in this study. All the items of variables mentioned above were organized into 5 components. The result of rotated component matrix was delineated in Table 2. When reviewing the table, we see that the component scores fit the anticipated condition. In other words, the discriminant validity of these variables is good (Table 3). Component Att1 Att2 Att3 Pvalue1 Pvalue2 Pvalue3 Intention1 Intention2 Intention3 Involve1 Involve2 Involve3 Conf1 Conf2 Conf3 conf4 Conf5 Conf6 4.3. Direct and mediating effects of emotional green appeal To test the hypotheses in the theoretical model, we need to transform emotional green appeals into dummy variables (Raykov & Marcoulides, 2010). In the model of comparing the proud (admiring) green appeal and guilty (disdainful) green appeal, we transform the former into 1 while changing the latter into 0. Then we applied PROCESS 2.16 (Hayes, 2013; Hayes, Montoya, & Rockwood, 2017) to analyze the survey data in the framework of theoretical model. The PROCESS output was reorganized into Tables 4 and 5 show the path coefficients between variables of the model, while Table 5 displays the direct and indirect effect of green appeal (pride vs guilt; admiration vs 1 2 3 4 5 0.10 −0.10 −0.02 0.04 0.04 0.04 0.03 0.02 0.13 0.01 0.01 −0.02 0.73 0.74 0.78 0.79 0.76 0.76 0.09 0.10 0.20 0.87 0.89 0.90 0.15 0.17 0.15 0.03 −0.01 0.06 0.02 0.07 −0.02 −0.02 0.07 0.01 0.00 0.20 0.12 0.04 0.02 0.03 0.06 0.13 0.06 0.89 0.88 0.88 −0.08 0.00 0.06 0.01 0.05 −0.03 0.24 0.06 0.22 0.16 0.17 0.14 0.82 0.78 0.83 0.10 0.07 0.07 0.13 0.12 −0.05 0.03 −0.02 0.02 0.80 0.79 0.80 0.15 0.11 0.12 0.15 0.25 0.13 0.10 0.12 0.07 −0.08 −0.05 0.00 0.01 0.07 0.03 Note: Extraction method is principal component analysis; Rotation method is Varimax with Kaiser Normalization; All the bold values are statistically significant at .01 level. disdain) on green purchase intention. Based on Table 4, it can be found that all the coefficients are significant except −0.04 which is the coefficient of the path between green appeal and attitude towards the advertisement. Therefore, H1.1 is dismissed. According to the coefficients, we can conclude that the promotional effect of pride appeal on purchase intention is better than that of guilt appeal. However, the guilty green appeal is more effective than the pride green appeal in 2 All the items of Confucian culture load on one factor well in the confirmatory factor analysis (Software: Amos 22.0). 36 Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. proved to be false. To make the abstract mathematical representation of the relationship between the moderators (green involvement and Confucian culture) and the direct and indirect effect more intuitive, Figs. 2 and 3 visualize conditional direct and indirect effects. Conditional indirect effect of X on Y was generated by (a1i + a3iW) * bi while conditional direct effect was computed by c1′ + c3′W (Hayes, 2013). Based on the slopes of the lines in all four images, it is not hard to know that direct and indirect effect can barely influenced by any of these two moderators. Table 4 Path coefficients in the theoretical model. Path Coefficient S.E. t Sig. LLCI ULCI 0.03 0.04 0.03 0.06 0.04 −1.45 −2.98 −7.88 7.88 5.12 0.15 0.00 0.00 0.00 0.00 −0.09 −0.21 −0.32 0.37 0.13 0.01 −0.04 −0.19 0.61 0.29 Admiration vs Disdain (admiration = 1 disdain = 0) Appeal → Attitude 0.52 0.12 4.48 Value 0.76 0.18 4.15 Intention 1.50 0.12 12.06 Attitude → Intention 0.28 0.07 3.78 Value → Intention 0.11 0.04 2.30 0.00 0.00 0.00 0.00 0.02 0.29 0.40 1.25 0.13 0.02 0.74 1.13 1.74 0.42 0.20 Pride vs Guilt (pride = 1 guilt = 0) Appeal → Attitude −0.04 Value −0.13 Intention −0.25 Attitude → Intention 0.49 Value → Intention 0.21 5. Discussion The purpose of this study was to develop a theoretical model that conveys the “emotional green appeal–attitude towards the advertisement” and “perceived value–purchase intention” paths while green involvement and Confucian culture play the moderating roles. It is the first time that admiring green appeal, disdainful green appeal and the moderating effects of Confucian culture have been studied through field experiments. The experiments were made in a large city in an emerging country, and the complex relationships among consumers’ psychological variables were analyzed based on the experimental data. In this study, we found that the guilty green appeal is more effective than the proud one in promoting green purchase intention. This finding is contrary to the conclusion of Meneses et al. (Meneses, 2010). This phenomenon also happens in adding consumers’ perceived value. However, there is no significant difference between proud and guilty appeal when we try to improve respondents’ attitude toward the green advertisement. We discovered that the admiring green appeal is more effective than the disdainful one in improving corresponding attitude, perceived value and purchase intention. The admiring green appeal expresses a positive image of others’ green purchasing behavior and can lead people (including the person who is admiring) to purchase green products. In contrast, the disdainful green appeal expresses an unpleasant feeling when others do not purchase green products. The preference of chasing admiration lead to a more significant effect than merely instinct escaping disdain, the former one can be more active. Both attitude toward advertisement and perceived value have positive effects on purchase intention. This is consistent with the conclusion of Spears and Singh (Spears & Singh, 2004). Most scholars believe that the psychological responses to appeals can predict purchase behavior because a good mental image can first make consumers interested in the product and then make them purchase it. However, these two variables can be qualified mediators only in the framework of admiring appeal vs disdainful appeal. That is, the differences between the effects of proud and guilty appeal on the mediators above cannot be effectively delivered to purchase intention. Finally, both green involvement and Confucian culture have no significant moderating effects on all the expected paths (emotional green appeals – attitude towards the advertisement, emotional green appeals – perceived value, and emotional green appeals – purchase intention) in the theoretical model. As a matter of fact, some of previous studies also found that consumers’ degree of green involvement didn’t work on the effect of various types of green advertisement appeals (Matthes et al., 2014). The most pivotal reason may be the conceptualization and measurements of green involvement and Confucian culture. The constructs build on explicit statements about the expected concepts and these statements do not tap emotions. There are two types of attitudes, which are explicit and implicit attitudes (Gawronski & Bodenhausen, 2006), as well as two types of demands, which are apparent and potential demand. The measurements may not fit the implicit attitude and real demand, which the latter can effectively reflect the perceived value. Therefore, the theoretically reasonable moderating effects are not supported by our empirical study for the unsuitable measurements. Note: S.E. = Standard error, Sig. = Significance, LLCI = Lower limit of the confidence interval, ULCI = Upper limit of the confidence interval; Appeal = Emotional green appeal of advertisement, Attitude = Attitude towards the advertisement, Value = Perceived value, Intention = Purchase intention; The standard error of indirect effect was calculated through bootstrap; The number of bootstrap samples for bias corrected bootstrap confidence intervals is 10000; Level of confidence for all confidence intervals in output is 95%. Table 5 Indirect effect of emotional green appeal on green purchase intention. Mediator Effect S.E. LLCI ULCI Pride vs Guilt (pride = 1 guilt = 0) Involve Confucian Total −0.00 −0.00 −0.00 0.00 0.00 0.00 −0.02 −0.01 −0.02 0.01 0.01 0.01 Admiration vs Disdain (admiration = 1 disdain = 0) Attitude Value Total 0.14 0.08 0.23 0.04 0.05 0.06 0.07 0.01 0.13 0.24 0.21 0.37 Note: The standard error of indirect effect was calculated through bootstrap; The number of bootstrap samples for bias corrected bootstrap confidence intervals is 10000; Level of confidence for all confidence intervals in this table is 95%; Involvement = Green involvement, Confucian = Confucian culture; S.E. = Standard error, LLCI = Lower limit of the confidence interval, ULCI = Upper limit of the confidence interval. improving consumers’ perceived value. Thus, H2.1 is invalid while H3.1 is supported. In addition, because all the coefficients in the model (admiration vs disdain) are positive, H1.2, H2.2, and H3.2 are all accepted. As shown in Table 5, there is no significant indirect effects of green appeal on purchase intention in the model of pride vs guilt while the mediating effect of involvement and Confucian are both significant in the model of admiration vs disdain. Thus, H4 and H5 are supported only when we compared the effects of admiring appeal and disdainful appeal on green purchase intention. 4.4. Moderating effects In this section, we introduced moderators, which are green involvement and Confucian culture, into analytical model, which is known as conditional process model (Hayes, 2013; Hayes, Montoya, & Rockwood, 2017). To test the moderating effects of these new variables on “emotional green appeals–attitude towards the advertisement”, “emotional green appeals–perceived value”, and “emotional green appeals–purchase intention”, PROCESS (Hayes, 2015) was applied. The results are displayed in Table 6 (pride vs guilt) and Table 7 (admiration vs disdain). Table 6 shows coefficients a31, a32 and c3′ are not significant under all circumstances. It turns out that significant moderating effects of green involvement or Confucian culture on the excepted paths above do not exist (p < 0.01). That is H6.1, H6.2, and H6.3 are all dismissed. It is easy to recognize that coefficients a31, a32 and c3′ are not significant either in Table 7, which means H7.1, H7.2, and H7.3 are also 37 Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. Table 6 Model coefficients for the conditional process model (pride vs guilt). Moderator Antecedent M1 M2 Coe. S.E. p Y Coe. S.E. p Coe. S.E. p Inv. X M1 M2 W X*W a11 – – a21 a31 −0.04 – – 0.18 0.00 0.09 – – 0.05 0.02 0.65 – – 0.00 0.95 a12 – – a22 a32 −0.23 – – 0.04 0.03 0.14 – – 0.08 0.03 0.09 – – 0.61 0.39 c1′ b1 b2 c2′ c3′ −0.13 0.46 0.21 0.15 −0.03 0.10 0.06 0.04 0.06 0.03 0.21 0.00 0.00 0.02 0.21 Conf. X M1 M2 W X*W a11 – – a21 a31 −0.24 – – −0.11 0.06 0.12 – – 0.09 0.03 0.04 – – 0.19 0.08 a12 – – a22 a32 −0.00 – – 0.19 −0.03 0.18 – – 0.13 0.15 0.99 – – 0.16 0.51 c1′ b1 b2 c2′ c3′ −0.29 0.49 0.20 0.13 0.01 0.15 0.06 0.04 0.10 0.04 0.04 0.00 0.00 0.20 0.82 Note: M1 = Attitude towards the advertisement, M2 = Perceived value, Y = Purchase intention, X = Emotional green appeal of advertisement, Inv. = Green involvement, Table 7 Model coefficients for the conditional process model (admiration vs disdain). Moderator Antecedent M1 M2 Coe. S.E. p Y Coe. S.E. p Coe. S.E. p Inv. X M1 M2 W X*W a11 – – a21 a31 0.55 – – 0.23 −0.07 0.19 – – 0.06 0.05 0.00 – – 0.00 0.15 a12 – – a22 a32 0.70 – – 0.15 −0.07 0.30 – – 0.10 0.08 0.02 – – 0.13 0.34 c1′ b1 b2 c2′ c3′ 0.35 0.36 0.19 −0.03 0.09 0.23 0.06 0.04 0.08 0.06 0.13 0.00 0.00 0.70 0.13 Conf. X M1 M2 W X*W a11 – – a21 a31 0.56 – – 0.07 −0.07 0.26 – – 0.09 0.07 0.03 – – 0.46 0.34 a12 – – a22 a32 0.18 – – 0.04 0.07 0.40 – – 0.14 0.11 0.66 – – 0.77 0.51 c1′ b1 b2 c2′ c3′ 0.73 0.39 0.18 0.16 −0.01 0.30 0.06 0.04 0.11 0.08 0.02 0.00 0.00 0.13 0.91 Note: M1 = Attitude towards the advertisement, M2 = Perceived value, Y = Purchase intention, X = Emotional green appeal of advertisement, Inv. = Green involvement, Fig. 3. visual representations of the conditional indirect and direct effects of green appeal (admiration vs disdain) on green purchase intention. 38 Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. 6. Conclusion quick, deeper and learn fast, which means they can adjust their attitude and behavior quickly. The former character is restricting factors while the latter one is beneficial factor in the green purchase promotion. So, this paradoxical phenomenon can inhibit the generalization of the study results. Secondly, proud and admiring appeals were associated with a fine environment while guilty and disdainful appeals were associated with a polluted environment. There may be more emotions, other than these four emotions above, might have been elicited, it will affect reliability of the conclusion. Thirdly, we overlooked the brand effect which may be brought into this study by the advertisement, this may influence the accuracy of analysis. Finally, scholars often refer to the intention–actual behavior gap of green consumerism, which is expressing behavior intention is one thing; actual practice it is another. So, there would be many unknown blocks between intention and effective behavior, this phenomenon can also reduce the practical utility. In short, part of the effects of the different emotional green appeals have separate impacts on consumers’ attitude toward advertisement, perceived value, and green purchase intention. Attitude and perceived value have significant mediating effect on the relationship between emotional green appeals and purchase intention in the framework of admiration vs disdain. Green involvement and Confucian culture are not qualified moderators in any situations. Currently, not only do enterprises exert themselves to promote their green products but also the government’s budget allocation for promoting environmentally friendly consumption has increased (Lee, Kang, & Shin., 2017). This research provides several implications for marketing strategy creators that may improve the promotion effect. Admiring appeal is noteworthy in green promotion strategies. Based on the results of this study, admiring green appeal can promote consumers’ purchase intention more effectively than disdainful one. If admiration is embedded in the green appeals, these emotions can satisfy consumers’ need for such feelings; thus, consumers’ attitude toward green appeals and perceived value of the product are successfully improved, and purchase intention is promoted. Furthermore, enterprises should attach importance to consumers’ attitudes toward green appeals and perceived value of green products. There are numerous factors that may affect consumers’ willingness to purchase. However, attitude towards the advertisement is the most straightforward reflection of the quality of green appeal information; this can help enterprises seek appropriate advertising ideas that are in accord with consumers’ psychological state, thus improving the advertising effect. For perceived value, enterprises should search the fields to which consumers pay the most attention. All in all, it is worthwhile to study how to target consumers’ attitude toward green appeals and perceived value of green products, impress them with suitable green cartoons and attractive green pictures, and then reach the goal of promoting green products. Several notable research limitations qualify these practical implications. Firstly, most of the samples are young and well-educated civilians. These people are more ego than others, but they also think Author Contributions Jianming Wang and Longchang Wu conceived and designed the article framework and the questionnaire. Jing Bao and Congcong Wang collected and analyzed the data. Jing Bao and Jianming Wang wrote this paper. Congcong Wang made modifications. Longchang Wu contributed to using the analysis software tool. Conflicts of interest The authors declare no conflict of interest. Acknowledgments This study is supported by the Zhejiang Provincial Philosophy and Social Science Program of China (Grant No. 17NDJC026Z), the Zhejiang Provincial Natural Science Foundation of China (Grant No. Y15G030053) and the National Science Foundation of China (Grant No. 71673238). We thank the anonymous reviewers for the numerous helpful comments and suggestions. Appendix A. Item list of variables Attitude toward the green advertisement (appeal) 1) This green appeal is very impressive; 2) This green appeal is attractive; 3) I love this green appeal. Perceived value 1) Choosing this energy-saving and environment-friendly refrigerator can help in ecological environment improvement; 2) Choosing this energysaving and environment-friendly refrigerator can help me in obtaining admiration; 3) Choosing this energy-saving and environment-friendly refrigerator can help me in building a positive image. Purchase intention 1) I will collect and comprehend information about this energy-saving and environment-friendly refrigerator; 2) I will purchase this energysaving and environment-friendly refrigerator when I need to buy a refrigerator; 3) This advertisement prompts me to purchase this energy-saving and environment-friendly refrigerator. Green involvement 1) I am concerned about environmental issues; 2) I pay close attention to green appeal information; 3) I keep a watchful eye on new and popular green products. Confucian culture 1) An individual’s behavior should match his/her status; 2) An individual’s clothing should match his/her status; 3) I will not tell my family when I lose Mianzi; 4) I do not like to be blamed at work; 5) I believe the teacher’s instruction is very important; 6) I will mainly consider the advice of the people around me when I am making purchasing decisions. 39 Sustainable Cities and Society 34 (2017) 32–42 J. Wang et al. Appendix B. Advertisement of emotional green appeal Types of advertisement Contents Advertisement with the proud green appeal Blue sky, white clouds, green homes, clear water, pleasant climate, rich resources. All of this needs protection through the daily consumption behavior of each of us. The Grennes energy-saving and environment-friendly refrigerator, energy efficiency level 1; I’m proud of my purchase. The Grennes energy-saving and environment-friendly refrigerator, superefficient air compressor; I’m proud of my purchase. The Grennes energy-saving and environment-friendly refrigerator, efficient fluorine-free refrigeration; I’m proud of my purchase. The Grennes energy-saving and environment-friendly refrigerator, only 1 kwh every 3 days; I’m proud of my purchase. I purchased the Grennes energy-saving and environment-friendly refrigerator; I have energy-saving talent and am an environmental guardian; I’m proud of myself. Advertisement with the guilty The air is filled with haze, the rivers are polluted, the eco-environment is destroyed, the climate is warming, green appeal the glaciers are melting, and energy is depleting. All of this occurs when our daily purchases neglect the preciousness of the eco-environment. The Grennes energy-saving and environment-friendly refrigerator, energy efficiency level 1; I feel guilty for not buying it. The Grennes energy-saving and environment-friendly refrigerator, superefficient air compressor; I feel guilty for not buying it. The Grennes energy-saving and environment-friendly refrigerator, efficient fluorine-free refrigeration; I feel guilty for not buying it. The Grennes energy-saving and environment-friendly refrigerator, only 1 kwh every 3 days; I feel guilty for not buying it. I do not buy the Grennes energy-saving and environment-friendly refrigerator; I’m in the slow lane of energy saving and environmental protection; I feel very guilty. Advertisement with the admiring Blue sky, white clouds, green homes, clear water, pleasant climate, rich resources. All of this needs green appeal protection through the daily consumption behavior of each of us. The Grennes energy-saving and environment-friendly refrigerator, energy efficiency level 1; I admire his purchase. The Grennes energy-saving and environment-friendly refrigerator, superefficient air compressor; I admire his purchase. The Grennes energy-saving and environment-friendly refrigerator, efficient fluorine-free refrigeration; I admire his purchase. The Grennes energy-saving and environment-friendly refrigerator, only 1 kwh every 3 days; I admire his purchase. He purchased the Grennes energy-saving and environment-friendly refrigerator; he has energy-saving talent and is an environmental guardian; I admire him. Advertisement with the disdainful The air is filled with haze, the rivers are polluted, the eco-environment is destroyed, the climate is warming, green appeal the glaciers are melting, and energy is depleting. All of this occurs when our daily purchases neglect the preciousness of the eco-environment. The Grennes energy-saving and environment-friendly refrigerator, energy efficiency level 1; I disdain him for not buying it. The Grennes energy-saving and environment-friendly refrigerator, efficient fluorine-free refrigeration; I disdain him for not buying it. The Grennes energy-saving and environment-friendly refrigerator, efficient fluorine-free refrigeration; I disdain him for not buying it. The Grennes energy-saving and environment-friendly refrigerator, only 1 kwh every 3 days; I disdain him for not buying it. He did not buy the Grennes energy-saving and environment-friendly refrigerator; he is in the slow lane of energy-saving and environmental protection; I feel very disdainful. 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