Purpose This study aims to address the challenge of low consumer motivation to purchase green agricultural products, which arises from a lack of awareness and distrust of corporate advertising. It explores how green vs non-green advertising appeals influence consumers’ advertising attitude, focusing on the mediating role of perceived usefulness and the moderating role of regulatory focus. The research is grounded in the technology acceptance model to uncover the mechanisms driving consumers’ responses to advertising appeals. Design/methodology/approach Through three experiments, this research examines the effects of different advertising appeals (green vs non-green) on advertising attitude toward green agricultural products. The study investigates the mediating effect of perceived usefulness and the moderating effect of regulatory focus, providing insights into the psychological mechanisms underlying consumer responses to green advertising. Findings The results indicate that green advertising appeals lead to higher advertising attitude toward green agricultural products compared to non-green appeals. Perceived usefulness mediates the relationship between advertising appeals and advertising attitude, while regulatory focus moderates the influence of advertising appeals on perceived usefulness. These findings highlight the importance of tailoring advertising strategies to consumer characteristics and enhancing transparency in green product marketing. Originality/value This study contributes to the literature by integrating the technology acceptance model with advertising appeal research, offering a novel perspective on how green advertising influences consumer attitudes. It underscores the importance of perceived usefulness and regulatory focus in shaping consumer responses, providing actionable insights for marketers to improve green product advertising and address consumer concerns about food safety and environmental issues.
Zheng et al. (Tue,) studied this question.