Does just saying good things work? The interactive effect of message sidedness and green benefit appeals on consumers’ purchase intentions

Purpose This study aims to investigate how message sidedness (one-sided vs. two-sided messages) and green benefit appeals (monetary vs. environmental) interact to influence consumers’ purchase intentions for energy-efficient products. It also explores the mediating role of psychological reactance in this process. Design/methodology/approach Two experiments were conducted to examine the interactive effects of message sidedness and green benefit appeals on consumers’ purchase intentions. Psychological reactance was measured to assess its mediating role in the relationship between message strategies and consumer responses. Findings The results indicate that two-sided messages significantly increase purchase intentions when paired with monetary appeals, whereas one-sided messages are more effective under environmental appeals. Moreover, psychological reactance mediates the relationship between message sidedness and purchase intentions, shaping how consumers process green marketing messages. Originality/value This study contributes to green marketing literature by integrating message framing and benefit appeal strategies, revealing how psychological reactance influences consumer decision-making. It offers practical insights for marketers on how to effectively design persuasive messages for promoting energy-efficient products.