Designing Eco‐Friendly Message Sidedness for Consumer Happiness: How Inference of Motivation Shapes Affective Consumer Welfare

ABSTRACT Persuasion‐oriented communication for green products often provokes skepticism about corporate motives, undermining consumers' emotional satisfaction. This study proposes that negative motivational inference triggered by eco‐friendly messages can lead to unfavorable attitudes, reducing emotional well‐being. To address this, the study examines how message sidedness and appeal type shape emotional well‐being. Moreover, by integrating the Persuasion Knowledge Model and Attribution Theory, we propose a sequential psychological pathway in which inferences about corporate motives lead to the formation of attitudes and emotional well‐being. The results show that when only environmental benefits are emphasized, two‐sided messages elicit more favorable attitudes, whereas one‐sided messages are more effective when environmental and functional appeals are combined. These effects, stronger under high involvement, are mediated by reduced self‐serving motive inference, enhancing emotional well‐being. This study clarifies how green message strategies shape consumer welfare and offers a balanced communication approach that promotes both consumer well‐being and corporate goals.