|M.Sc Student||Stein Sari|
|Subject||More than just green: The Influence of a Complex Message|
on Pro-Environmental Products' Perceived
|Department||Department of Industrial Engineering and Management||Supervisor||Dr. Liat Levontin|
|Full Thesis text|
The current research aims to address the overall need in increased consumption of pro-environmental products by utilizing personal values, since studies have consistently demonstrated the positive influence of values on pro-environmental behavior. Prior research on pro-environmental products focused mainly on the effects of self-transcendence values on consumers’ attitudes and purchasing habits and intentions. Based on Schwartz’s theory of basic human values (1992), our main hypothesis is that advertising pro-environmental products by a complex marketing message that reflects a combination of two values (self-transcendence and another value), either compatible or conflicting, will increase products’ perceived attractiveness. The results of two studies show the positive effect of a complex message on consumers’ perceptions. We found that advertising pro-environmental products with a complex marketing message increases products’ perceived attractiveness: Its perceived quality and satisfaction (study 2), and willingness to pay for it (study 1). We also found that for a message with conflicting values (self-transcendence and self-enhancement) this effect is mediated by the perception of other consumers as successful and powerful (study 2). Moreover, we found that a complex marketing message increases the perceived effectiveness (degree of persuasion) of the advertisement (study 2). The current research offers theoretical contributions to the values-based consumer behavior literature, and suggests an interesting new avenue for promoting pro-environmental behavior.