Effects of green messages in advertisements: a meta-analysis

AbstractOver the years, scholars have conducted a number of studies to examine the effectiveness of green messages in advertisements. But a gap in knowledge remains regarding how and to what extent such messages are effective in changing advertising and brand attitudes and purchase intentions. To fill the gap, we analyzed published experiment-based studies to investigate the persuasive impact of green messages in advertisements and developed a research model outlining the relationships between the key variables. Results of the meta-analysis suggested that overall, green ads had significant effects on ad attitudes, brand attitudes, and purchase intentions. Such effects, however, varied across several moderating conditions. These results have both practical and theoretical implications.Keywords: Green advertisinggreen messagesmeta-analysis Disclosure statementNo potential conflict of interest was reported by the authors.Data availability statementThe data that support the findings of this study are available from the corresponding author upon request.