How to make a green product advertisement? The effect of advertising appeals on green purchase intention

Purpose Based on the construal level theory, this study examines the influence of advertising appeal types (functional appeals vs. environmental appeals) and temporal landmarks (beginning time vs. ending time) on green purchase intention. Additionally, the research incorporates mental simulation theory to elucidate the underlying mechanisms. Design/methodology/approach Three studies were conducted to explore the theoretical model. Study 1 verified the interaction effect of advertising appeal types and temporal landmarks on green purchase intention. Study 2 investigated the mediating role of process simulation and outcome simulation, reflecting that green purchase intention can form through different pathways. Study 3 manipulated consumers' empathy to show a boundary condition. Findings Functional appeals matching a beginning time marker are simulated through process simulation, which prompts consumers’ green purchase intention. In contrast, environmental appeals matching an ending time marker are more about simulating the outcome simulation and green purchase intention. For highly empathetic consumers, using an ending time marker (vs. beginning time) when conveying environmental appeals is particularly effective in promoting green purchase intention. Originality/value This research shows that process simulation and outcome simulation represent two distinct pathways through which consumers perceive green product advertising appeals, providing a novel explanation mechanism for the matching effect of green advertising information on purchase intention. Moreover, the study reveals that consumer empathy enhances green cognition levels and purchase intentions. These findings offer valuable insights for enterprises and government agencies aiming to effectively utilize functional and environmental appeal advertisements to foster consumer resonance and promote sustainable behaviors.