Message sidedness and green demarketing effectiveness: the moderation of product attribute dominance

Purpose Amid growing environmental concerns, green demarketing (GD) has emerged as a strategy for encouraging sustainable consumption by discouraging excessive use. This study investigates how message sidedness (one-sided vs. two-sided) in GD communication influences consumer purchase intentions, and whether this effect is moderated by product attribute dominance (utilitarian vs. hedonic). Design/methodology/approach Across five experiments (N = 1,153), including lab-based scenarios, field studies, and an eye-tracking experiment, participants were exposed to GD brand messages with varying sidedness and attribute emphasis. Perceived sincerity was examined as a mediating mechanism. Findings Results show that two-sided GD messages, which acknowledge both benefits and limitations, tend to enhance purchase intentions, particularly for products emphasizing utilitarian attributes. In contrast, one-sided messages are more effective when products highlight hedonic features. Mediation analyses confirm that perceived sincerity explains the effect of message sidedness. Originality/value This research advances understanding of how message presentation and product positioning interact to shape consumer responses to sustainable branding. It offers actionable insights for marketers on leveraging message transparency and attribute framing in green demarketing strategies.