Green With Fear: Fear Appeals and Temporal Framing in Eco-Friendly Clothing Advertising

Abstract

This study examines how fear appeals (moderate vs. high) and temporal frames (proximal vs. distal) interactively influenced consumers' attitude and purchase intention in the framework of eco-friendly clothing advertising in China. For that purpose, empirical analyses were performed by collecting data from 640 consumers across Mainland China. Results revealed that consumers who perceived eco-friendly clothing as highly relevant to themselves expressed more favorable attitude toward the advertising that employed moderate-level fear appeals than the advertising that employed high-level fear appeals. As for consumers with a low level of perceived personal relevance, they showed the most favorable attitude toward the brand when being exposed to high-level fear appeals with a distal frame, and the least favorable attitude toward the brand when being exposed to moderate-level fear appeals with a distal frame. These research results provide significant theoretical and practical implications for scholars and eco-friendly marketing professionals.