Going green to repair damaged self‐concept: The interplay of self‐deficit and benefit appeals on green consumer behavior

Abstract This research is an empirical investigation of the interaction effect between self‐deficit and benefit‐appeal message framing upon subsequent environmental sustainability decision‐making. Based on the self‐discrepancy theory, the current research demonstrates that behavioral intentions that encourage environmental sustainability could serve as a means of compensating for the self‐deficit appraisal. Two online experiments empirically test that self‐deficit moderated the effect of benefit‐appeal (self vs. other) on ad evaluation and purchasing intention toward an environmentally sustainable brand. In particular, Study 1 demonstrated that when in a self‐deficit state, self‐benefit appeals are more effective than altruistic other‐benefit appeals in enhancing positive advertising evaluation and purchase intention toward a brand that advocates environmental sustainability. On the other hand, the opposite pattern was captured when self‐deficit was minimized. Study 2 replicated these findings using a different brand, confirming the interaction effect between self‐deficit and benefit appeal, and further investigated whether consumers' positive ad evaluation mediates the interaction effect of benefit appeals and self‐deficit on purchase intention. The findings also offer managerial implications recommending that advertisers and marketers tailor their ad messaging to match consumers' desires and wants.