It Ain't Easy Being Green (Or Is It?): The Strength in Green Marketing

摘要

The research questions were tested using ANOVA. PCE and CFE were grouped into high and low levels using a median split (Median PCE = 3.699 and Median CFE =2.637). First, this paper proposes an interaction effect between PCE and CFE with the green message frame and trust; this interaction is found to be significant. When a consumer's PCE and CFE are high, trust will not change when the ad is green. Further, people with high PCE and CFE demonstrate no change in trust between non-green and green ads (M_(low)=2.779 and M_(high)=2.858). However, when a consumer's PCE and CFE are low, trust increases when the ad is green.