Chen Chen

Green advertising has been shown to motivate consumers to engage in green consumption behavior. However, little is known about how resource scarcity affects the efficacy of explicit and implicit appeals in green advertising. To address it, the present research investigates the differential impacts of ecological resource scarcity (vs. abundant) and personal resource scarcity (vs. abundant) on consumers’ evaluations of explicit and implicit green advertising appeals. We proposed that the relationship between resource scarcity and green advertising appeals are mediated by consumers’ perception of green products’ effectiveness. We conducted two experimental designs to examine our hypothesis. The findings show that when consumers perceive ecological resource scarcity (vs. abundant), companies that emphasize the environmental attributes of green products (e.g., explicit appeals) are more effective in conveying green messages (study 1). Conversely, when consumers experience personal resource scarcity (vs. abundant), employing the approach of green understatement (e.g., implicit appeals) to highlight the performance advantages of green products would result in favorable consequences (study 2). Furthermore, this research reveals the critical role of perceived green products’ effectiveness in improving consumers’ attitude and purchase intention (studies 1 and 2). Resource scarcity will not always decrease consumers’ pro-environmental intention. Interestingly, ecological resource scarcity and personal resource scarcity lead to opposite preferences for green advertising appeals. These findings contribute to the literature on resource scarcity in the domain of green consumption, as well as having significant practical implications for advertisers and marketers in conveying effective information for green product promotion.