Utilitarian or hedonic? A study on the mechanism of short-form video type perception and green brand image construction

With short-form videos emerging as a dominant platform for brand communication, understanding how green brands can effectively leverage this medium to build a positive green brand image has become increasingly crucial. Grounded in the theory of planned behavior, this study explores the differential impact of utilitarian-oriented and hedonic-oriented short-form videos on green brand image. Based on a survey of 633 Chinese short-form video users, the results demonstrate that both video types significantly enhance green brand image, with hedonic-oriented short-form videos exerting a stronger effect on perceived green value and perceived consumer environmental effectiveness. Among the examined antecedents, perceived consumer environmental effectiveness emerges as the most influential factor in shaping green brand image. In additionally, environmental awareness negatively moderates the relationship between utilitarian-oriented short-form videos and perceived green value, while positively moderating the relationship between hedonic-oriented short-form videos and perceived green value. Advertising avoidance negatively moderates the relationship between green subjective norm and green brand image, but positively moderates the relationship between perceived consumer environmental effectiveness and green brand image. However, not all proposed moderation hypotheses were supported; in particular, several moderation paths involving environmental awareness (e.g., its effects on green subjective norm and perceived consumer environmental effectiveness) and advertising avoidance (e.g., its effect on perceived green value) were non-significant, highlighting boundary conditions in short-form video contexts. By systematically comparing the differentiated effects of the two short-form video types, this study extends the application of the theory of planned behavior to digital marketing contexts and uncovers the distinct moderating roles of environmental awareness and advertising avoidance in short-form video environments, providing both theoretical contributions and practical implications for green brand marketing in short-form video platforms.