Try to Persuade Sentimentally or Rationally: The Choice of Advertising Appeals of Green Products

An increasing number of enterprises begin to implement the green sale strategy initiatively or passively and advertise green products, however, how to choose appropriate advertising appeals according to different types of products confuses enterprises and is rarely involved in the existing literature. This paper simulated series of experiments and analyzed the different match of two types of green products (self-benefit and altruism) and three types of advertising appeals (positive emotional advertise, fear advertise and rational advertise) could lead to different advertising effects. This study establishes theoretical basis for the green product marketing and choice of advertising appeals.