RT journal article
T1 The Effect of Consumer Concern for the Environment, Self-Regulatory Focus and Message Framing on Green Advertising Effectiveness: An Eye Tracking Study
A1 Gómez Carmona, Diego
A1 Muñoz Leiva, Francisco
A1 Liébana Cabanillas, Francisco
A1 Nieto-Ruiz, Ana
A1 Martínez-Fiestas, Myriam
AD 
A1 Campoy, Cristina
A2 Marketing y Comunicación
K1 Renewable energies
K1 message-framing
K1 environmental concern
K1 eye tracking
K1 regulatory focus
K1 green advertising
AB The aims of the present study were: (a) to analyze the advertising messageof renewable energies using eye-tracking technology, based ondifferences in the level of attention captured according to messagevalence (positive, neutral and negative) and the message framing; and(b) to evaluate the moderating role of consumers’ level ofenvironmental concern and their self-regulatory focus. The resultsdemonstrate differences in the time taken for low-elaboration stimuli tostart to take effect for participants with high and low concern for theenvironment. It is also found that negative text-based advertisementsare the most effective at attracting attention. In general terms,participants with the greatest concern for environmental matters tendto focus more quickly and more frequently on these negative stimuli,which require a greater degree of elaboration. The study also presentsinteresting recommendations for the development of awareness-raisingcampaigns about renewable energy.
PB Taylor and Francis
SN 1752-4040
YR 2021
FD 2021-06-01
LK http://hdl.handle.net/10498/34544
UL http://hdl.handle.net/10498/34544
LA eng
NO This study was conducted with the financial support received from the Spanish Ministry of Economy and Competitiveness [Research Project ECO2012-39576], the Economy, Innovation, Science and Employment Division of theAndalusian Regional Government [Research Projects P12-SEJ-1980] and the Instituto Universitario para el Desarrollo Social Sostenible (INDESS)
DS Repositorio Institucional de la Universidad de Cádiz
RD 12-nov-2026