ArticleAuthors: Ying Kong; Aihua Zhang (2013)
This paper examines the differential effects of green appeals for low involvement and high involvement products. Through a controlled experiment conducted in China, our study demonstrates that for low involvement products, an ad with a green appeal, compared to a similar one without a green appeal, elicits a more favorable consumer attitude toward the ad and the brand. This is true regardless of the level of consumer environmental concern. This study also shows that for high involvement products, there is no interaction effect between green appeals and product involvement. In addition, for consumers with high levels of environmental concern, an ad with a green appeal yields greater pu... 
