Management Slant
- Functional appeal is more effective than emotional appeal in promoting green purchase intention.
- Consumers exposed to positive (versus negative) expression report higher green purchase intention for functional (emotional) appeal.
- The moderating effect of product facial expressions works partly through the two mediators—processing fluency and greenwashing perception.
- Consumers exposed to positive (versus negative) expression with utilitarian (versus hedonic) products report higher green purchase intention for functional (emotional) appeal.
Introduction
Human activities, as the main driver of ecological problems, have severely constrained the sustainable development of society (Li, Zhou, and Wang, 2019). The key to implementing sustainable...