A Green Picture is Worth A Thousand Words?: Effects of Visual and Textual Environmental Appeals in Advertising and the Moderating Role of Product Involvement

Abstract

This study examined the main effects and interaction effects of textual environmental claims and green visuals on attitude-toward-the-ad (Aad), attitude-toward-the-brand (Ab), purchase intention (PI), and green brand associations. In general, the use of textual environmental claims and green visuals lead to more positive advertising responses and more favorable perception of the brand's environmental effort. Textual environmental claims had stronger impact, but if no textual information was available, the use of green visuals could also generate positive perception of the brand's environmental effort. In addition, when textual claims or green visuals are present, participants perceived high involvement products as more environmentally friendly than low involvement products.