Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/287200 
Year of Publication: 
2021
Citation: 
[Journal:] Review of Managerial Science [ISSN:] 1863-6691 [Volume:] 16 [Issue:] 6 [Publisher:] Springer [Place:] Berlin, Heidelberg [Year:] 2021 [Pages:] 1877-1909
Publisher: 
Springer, Berlin, Heidelberg
Abstract: 
This research aims to investigate the potential of consumer empowerment, the activation of consumers' perceived power over companies, to achieve improved advertising effects for organic food compared to only communicating ecological benefits (classical green appeals). Two online experiments were conducted to analyze the ad effectiveness for consumers' responses including their evaluations of the company and purchase intentions (nStudy1 = 294; nStudy2 = 457). Results indicate that green empowerment ads reach overall better performance to increase people's perceived customer orientation and purchase intentions compared to green appeals, while similar effects are identified for perceived corporate environmental responsibility. Empowerment tactics are especially effective when consumers perceive the supplier to be a larger, high-resource company compared to a smaller, low-resource one. The significant effects of perceived corporate resources also indicates that smaller companies should use differentiated ad strategies depending on if they intend to enhance consumers' purchase intentions or their environmental reputation.
Subjects: 
Green advertisement
Consumer empowerment
Customer orientation
Organic food
JEL: 
P25
P15
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article
Document Version: 
Published Version

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