Merchandising/Marketing/Retailing: Branding

Performance Appeals, Environmental Knowledge, and Emotions for Green Advertising

  • Dooyoung Choi (Old Dominion University)
  • Ha Kyung Lee (Seoul National University)


This study aims to investigate the effect of the green performance appeals in an advertisement on purchase intentions, which are mediated by anticipated positive emotions (i.e., happiness and hope). This study also explores that the mediation model is moderated by individuals’ environmental knowledge. Three experimental conditions were utilized in which three types of green performance appeals (before, after, before–after appeal) were presented in the advertisement of a mock denim brand. Web-based online survey data (N = 201; Amazon MTurk) were analyzed by using ANOVA and PROCESS procedure using SPSS 23.0. The results of this study indicated that when the green-message of fashion products used after-use and before-after appeals, the effect of the green-message can increase individuals’ anticipated happiness and hope, leading to purchase intentions. This strategy of message-appeals especially works for people with low environmental knowledge.

Keywords: environmental knowledge, emotions, performance appeals, green advertising

How to Cite:

Choi, D. & Lee, H., (2020) “Performance Appeals, Environmental Knowledge, and Emotions for Green Advertising”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi:

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Published on
28 Dec 2020
Peer Reviewed