Competence or warmth: What makes green advertising benefit appeals more effective?

Purpose This research aims to examine how green advertising benefit appeals (self-benefit and other-benefit) and information types (competence and warmth) work together to promote purchase intentions. Design/methodology/approach We conducted three experiments through questionnaires and obtained 711 valid replies. SPSS and bootstrap analysis were used to test the hypothesis. Findings The results show that the competence information will lead to higher purchase intention when the green advertisement conveys self-benefit appeals, while the warmth information will lead to higher purchase intention when the green advertisement conveys other-benefit appeals. Consumer perceived value and positive emotion play a mediating role in this mechanism. In addition, time distance moderates the interaction of benefit appeals and information types on purchase intention. Originality/value Our research reveals that different information types (competence and warmth) can enhance the effectiveness of green consumption benefit appeals (self-benefit and other-benefit). Second, this paper explores the critical role of perceived value and positive emotion in driving green consumption. Third, this study expands the scope of research on temporal distance in green consumption.