Awe and guilt: Desirability and feasibility appeals in social media green campaigns

Abstract As the world has become increasingly concerned about environmental plastic pollution, private and public sectors remain devoted to creating effective green marketing campaigns on social media platforms. Drawing upon construal level theory and appraisal tendency theory, this research examines the interaction effect of green ad appeals and two distinct emotions—awe and guilt—on consumers' social media engagement and pro‐environmental intentions. The findings from two experimental studies demonstrate that when individuals experience awe, desirability (vs. feasibility) message appeals generate stronger engagement in social media green campaigns. In contrast, it was found that when individuals experience guilt, feasibility (vs. desirability) message appeals enhance social media engagement and pro‐environmental behaviors more effectively. This research offers novel theoretical contributions to the existing body of literature and provides practical insights by suggesting that awe and guilt act as moderators leading to greater consumer responses when used with matching social media messages promoting green campaigns.