Give me the facts or make me feel? A study of the effectiveness of temporal landmarks on green advertising appeals
Li J.-C. Sun C.-W. Obrenovic B. Li H.-T.
December 2025BioMed Central Ltd
BMC Psychology
2025#13Issue 1
Businesses use green advertising to convey the concept of eco-friendly and sustainable development to consumers, which can significantly enhance their brand image and market share of green products. This study uses competence and warmth appeals as breakthroughs to explore the effects of green advertising appeals and temporal landmarks on green purchase intentions. On the basis of the stereotype content model, three experiments are conducted to study the mechanism and boundaries of the matching effect of green advertising appeals and temporal landmarks on consumers’ willingness to purchase green products. The study results show that green advertising appeals (competence vs.. warmth) and temporal landmarks (start vs.. end) interact with consumers’ willingness to purchase green products. Specifically, at the start of the temporal landmark, the competence appeal can promote consumers’ desire to buy green products. In contrast, warmth appeals can ultimately promote consumers’ green product purchase intentions, and the perceived effectiveness of green products plays a mediating role in this interaction effect path. Furthermore, an individual’s subjective busyness moderates the matching effect of green advertising appeals with temporal landmarks.
Green advertising appeals , Green consumption , Perceived product effectiveness , Subjective busyness , Temporal landmark
Text of the article Перейти на текст статьи
School of Economics and Management, Yantai University, Shandong, Yantai, 264005, China
School of Management, Hefei University of Technology, Anhui, Hefei, 230009, China
School of Business and Management, Q University, Almaty, 050026, Kazakhstan
School of Economics and Management
School of Management
School of Business and Management
10 лет помогаем публиковать статьи Международный издатель
Книга Публикация научной статьи Волощук 2026 Book Publication of a scientific article 2026