Why a Single Pro-Environmental Appeal Works to Promote Behavioral Change
通过三项研究（含实地实验），发现单一绿色建议（而非多条）能提升低环境关注消费者的品牌态度，高环境关注者则不受影响，品牌真实性是中介机制。
Some brands, not-for-profit organizations, and social media influencers post tips to encourage prosocial behaviors. This is particularly prevalent in the context of environmental sustainability. Through a series of three studies, including a field experiment using a real brand to investigate click-through rates and cost per click, this research finds that a single green tip (versus many tips) enhances brand attitudes among consumers with low environmental concern. By contrast, the number of tips is less consequential for consumers with high environmental concern. Perceived brand authenticity is the mediating mechanism behind the effect. These findings hold across different product categories and different manipulations for the number of tips.