Merchandising/Marketing/Retailing: Management

Green Advertising Using Sick-, Well-, and Healed-Appeals

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Abstract

The purpose of this study was to examine the effects of sick, well, and healed appeals while examining the interaction effect of the saliency of environmental issues in the fashion industry on consumer responses. A 3 x 2 experimental study was conducted with the appeals (sick vs. well vs. healed appeals) and the salience for environmental issues in fashion (low vs. high) as independents and positive and negative anticipated emotions as mediators, leading to purchase intentions. A total of 195 usable responses were collected through MTurk. While all appeals worked well with consumers with high saliency through anticipated positive emotions, a sick appeal was not effective regardless of the consumer’s position on the saliency of environmental issues in the fashion industry. The findings suggest that markers should convince consumers in a positive manner and promote positive emotions that consumers will have from buying their environmentally sustainable fashion products. 

Keywords: Anticipated emotion, green advertising, purchase intention, sick-baby appeal, anticipated emotion

How to Cite:

Choi, D. & Lee, H., (2022) “Green Advertising Using Sick-, Well-, and Healed-Appeals”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15764