Flipping the Script: Harnessing Consumer Knowledge, Message Order and Refutation for Effective Two‐Sided Green Advertising
通过五项实验研究，探讨两面信息在绿色广告中的策略运用，发现负面信息前置的效果取决于消费者对绿色产品类别的知识水平，为营销者提升绿色产品采纳提供指导。
ABSTRACT Green product advertisements often face credibility challenges due to perceived greenwashing, contributing to the attitude‐behavior gap in green consumption. This research examines the strategic use of two‐sided messaging through five experimental studies, assessing its impact on green consumption across various product categories. We explore the nuances of message order, demonstrating that placing the negative message first can either weaken or strengthen green product purchase based on consumers' knowledge of the green product category. This finding highlights that conventional order may not always be effective, especially in green marketing, where consumer knowledge varies. Furthermore, we explore the interactive effect of consumer knowledge in two‐sided messaging involving refutational appeals. Overall, our research offers valuable insights for marketers aiming to strategically leverage two‐sided advertising to enhance green product adoption.