How multi-modal green advertising appeal influences purchase intention: an empirical study from China

Purpose Green advertising on social media platform has grown in recent decades, alongside a shift in the popularity of multi-modal green advertising to stimulate the consumers’ green behaviors. However, limited studies have discussed how the attributes of multi-modal green advertising appeal affect the consumers’ green behavior. Thus, this study aims to explore the effects of attributes of multi-modal green advertising appeal on consumers’ green consumption behaviors. Design/methodology/approach Based on 305 consumer survey data, this article constructs a theoretical framework by using the value-norm-activation environmental psychology theory to analyze the relationship between the advertising of green agricultural products and green consumption behavior. The green value chain plays as the logical main line, the green brand image acts as the mediating variable and the green brand emotion serves as the control variable. Findings The results show that the attributes of multi-modal green advertisement appeal such as its uniqueness, truthfulness, readability, variety and usefulness can take a positive impact upon the consumers’ green consumption intention. Green brand image mediates the relationship between green advertising and green consumption intention, and green brand emotion positively moderates the impact of green brand image on green consumption intention. Originality/value This study provides insights into the green behavior research and contributes to theoretical and practical aspects, while offering practical guidance for green brand owners to effectively design green advertisements and develop strong green brand loyalty. The originality is that it extends the existing studies about green consumption to the relationship between multi-modal green agricultural product advertisements and green consumption, which has not been examined so far.