{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T18:09:31Z","timestamp":1790014171614,"version":"4.0.1"},"reference-count":67,"publisher":"Public Library of Science (PLoS)","issue":"9","license":[{"start":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T00:00:00Z","timestamp":1789948800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS One"],"abstract":"<jats:p>Accelerating the green transformation of express packaging is crucial for sustainable logistics. This study combines behavioral experiments with event-related potential (ERP) technology to explore the interactive effects of green advertising appeals and price premiums on consumers\u2019 willingness to pay for green express packaging. Behavioral results reveal that price premium act as a primary structural barrier, with consumers\u2019 green choices decreasing significantly as costs increase. The ERPs data uncover the underlying psychological conflict during decision-making: in the early stage, high price premium elicited larger N2 amplitudes, reflecting increased cognitive conflict. Notably, egoistic appeals triggered the most pronounced N2 conflict under high-cost conditions. In the late evaluative stage, altruistic appeals significantly enhanced LPP amplitudes under low-premium conditions, reflecting higher motivational significance and moral satisfaction. However, this effect was neutralized as costs crossed a psychological threshold. These findings suggest that green advertising\u2019s regulatory potential is strictly anchored by economic costs. This study provides a neurophysiological perspective for optimizing pricing and marketing strategies in digital green logistics.<\/jats:p>","DOI":"10.1371\/journal.pone.0355783","type":"journal-article","created":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T17:22:04Z","timestamp":1790011324000},"page":"e0355783","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":0,"title":["Understanding the intention-behavior gap in brain decisions on green express packaging: An ERP study"],"prefix":"10.1371","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0009-0006-8977-701X","authenticated-orcid":true,"given":"Zhenshui","family":"Yan","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tianbo","family":"Wang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Shuwei","family":"Wang","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Wei","family":"Lyu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2026,9,21]]},"reference":[{"key":"pone.0355783.ref001","unstructured":"China Internet Network Information Center. Digital consumption development report (2025); 2025. Available from: https:\/\/www2.cnnic.cn\/n4\/2025\/1226\/c88-11445.html"},{"key":"pone.0355783.ref002","unstructured":"State Post Bureau of the People\u2019s Republic of China. Publicity of the operation of the postal industry in 2024; 2025. Available from: https:\/\/www.spb.gov.cn\/gjyzj\/c100276\/202501\/460d02f2e54c4d0ebbba3a4f431d0042.shtml"},{"issue":"1","key":"pone.0355783.ref003","doi-asserted-by":"crossref","first-page":"450","DOI":"10.1038\/s41467-020-20738-4","article-title":"Low-carbon pathways for the booming express delivery sector in China","volume":"12","author":"P Kang","year":"2021","journal-title":"Nat Commun"},{"key":"pone.0355783.ref004","doi-asserted-by":"crossref","first-page":"121201","DOI":"10.1016\/j.jenvman.2024.121201","article-title":"Life cycle assessment of plastic waste in Suzhou, China: management strategies toward sustainable express delivery","volume":"360","author":"T Xu","year":"2024","journal-title":"J Environ Manag"},{"key":"pone.0355783.ref005","first-page":"1209","article-title":"Research on environmental impact of municipal domestic waste incineration process based on life cycle assessment","volume":"44","author":"J Li","year":"2022","journal-title":"Environ Pollut Control"},{"key":"pone.0355783.ref006","unstructured":"General Office of the State Council of The People\u2019s Republic of China. \u201c14th five-year plan\u201d modern logistics development planning notice; 2022. Available from: https:\/\/www.gov.cn\/zhengce\/zhengceku\/2022-12\/15\/content_5732092.htm"},{"key":"pone.0355783.ref007","volume-title":"Evaluation methods and criteria of green packaging (GB\/T 37422-2019)","author":"State Administration for Market Regulation & Standardization Administration of the People\u2019s Republic of China","year":"2019"},{"issue":"07","key":"pone.0355783.ref008","first-page":"87","article-title":"Research progress on green packaging materials","volume":"43","author":"X Yuan","year":"2022","journal-title":"Packag Eng"},{"issue":"19","key":"pone.0355783.ref009","first-page":"238","article-title":"Development status and trend of reusable express packaging in China","volume":"44","author":"X Guo","year":"2023","journal-title":"Packag Eng"},{"issue":"02","key":"pone.0355783.ref010","first-page":"109","article-title":"The system dilemma and standardized approaches of recycling express packages","volume":"37","author":"P Qin","year":"2021","journal-title":"J Nantong Univ"},{"issue":"3","key":"pone.0355783.ref011","doi-asserted-by":"crossref","first-page":"1356","DOI":"10.3390\/su13031356","article-title":"Green packaging from consumer and business perspectives","volume":"13","author":"G Wandosell","year":"2021","journal-title":"Sustainability"},{"issue":"11","key":"pone.0355783.ref012","first-page":"163","article-title":"Evolution trajectory and intrinsic mechanism of green purchase behavior","volume":"23","author":"A Zhao","year":"2015","journal-title":"Chin J Manag Sci"},{"key":"pone.0355783.ref013","doi-asserted-by":"crossref","first-page":"927327","DOI":"10.3389\/fpsyg.2022.927327","article-title":"Factors influencing consumers\u2019 purchase intention towards green home appliances","volume":"13","author":"CW Teoh","year":"2022","journal-title":"Front Psychol"},{"key":"pone.0355783.ref014","doi-asserted-by":"crossref","first-page":"429","DOI":"10.1016\/j.iref.2023.06.016","article-title":"Are Chinese residents willing to pay for green express packaging and to participate in express packaging recycling?","volume":"88","author":"B Lin","year":"2023","journal-title":"Int Rev Econ Finance"},{"issue":"01","key":"pone.0355783.ref015","first-page":"27","article-title":"Research on consumers\u2019 willingness to use and pay for express green packaging in express delivery","volume":"39","author":"Y Jia","year":"2025","journal-title":"J Arid Land Resour Environ"},{"issue":"03","key":"pone.0355783.ref016","first-page":"343","article-title":"Exploring the gap between consumers\u2019 green purchase intention and purchase behavior","volume":"33","author":"Y Zhang","year":"2017","journal-title":"Resour Dev Market"},{"issue":"01","key":"pone.0355783.ref017","first-page":"126","article-title":"The effect of temporal distance of green consumption and its neural mechanism","volume":"14","author":"C Wang","year":"2018","journal-title":"J Market Sci"},{"issue":"3","key":"pone.0355783.ref018","doi-asserted-by":"crossref","first-page":"239","DOI":"10.1002\/cb.1710","article-title":"Consumer neuroscience for marketing researchers","volume":"17","author":"JM Harris","year":"2018","journal-title":"J Consum Behav"},{"issue":"4","key":"pone.0355783.ref019","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1080\/00913367.2012.10672453","article-title":"From the guest editors: special issue on green advertising: Revisiting green advertising and the reluctant consumer","volume":"41","author":"K Sheehan","year":"2012","journal-title":"J Advert"},{"key":"pone.0355783.ref020","doi-asserted-by":"crossref","first-page":"118294","DOI":"10.1016\/j.jclepro.2019.118294","article-title":"A study on the influence of green advertising design and environmental emotion on advertising effect","volume":"242","author":"T-F Kao","year":"2020","journal-title":"J Clean Prod"},{"key":"pone.0355783.ref021","doi-asserted-by":"crossref","first-page":"115","DOI":"10.1016\/j.tre.2019.05.019","article-title":"Platform-led green advertising: promote the best or promote by performance","volume":"128","author":"S Du","year":"2019","journal-title":"Transp Res E: Logist Transp Rev"},{"key":"pone.0355783.ref022","doi-asserted-by":"crossref","first-page":"173","DOI":"10.1016\/j.jbusres.2020.01.019","article-title":"What makes materialistic consumers more ethical? Self-benefit vs. other-benefit appeals","volume":"110","author":"Y Ryoo","year":"2020","journal-title":"J Bus Res"},{"issue":"2","key":"pone.0355783.ref023","doi-asserted-by":"crossref","first-page":"7","DOI":"10.1080\/00913367.1995.10673472","article-title":"Green advertising: salvation or oxymoron?","volume":"24","author":"WE Kilbourne","year":"1995","journal-title":"J Advert"},{"issue":"5","key":"pone.0355783.ref024","doi-asserted-by":"crossref","first-page":"368","DOI":"10.1002\/mar.21092","article-title":"Effects of functional green advertising on self and others","volume":"35","author":"Z Mo","year":"2018","journal-title":"Psychol Market"},{"issue":"1","key":"pone.0355783.ref025","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1007\/s10551-015-2764-4","article-title":"Isolated environmental cues and product efficacy penalties: the color green and eco-labels","volume":"143","author":"E Pancer","year":"2015","journal-title":"J Bus Ethics"},{"issue":"2","key":"pone.0355783.ref026","doi-asserted-by":"crossref","first-page":"128","DOI":"10.1080\/00913367.2013.834805","article-title":"Finding the right shade of green: the effect of advertising appeal type on environmentally friendly consumption","volume":"43","author":"T Green","year":"2014","journal-title":"J Advert"},{"issue":"6","key":"pone.0355783.ref027","doi-asserted-by":"crossref","first-page":"599","DOI":"10.1080\/10941665.2014.923923","article-title":"Effects of environmentally friendly perceptions on customers\u2019 intentions to visit environmentally friendly restaurants: an extended theory of planned behavior","volume":"20","author":"SY Jang","year":"2014","journal-title":"Asia Pac J Tour Res"},{"key":"pone.0355783.ref028","doi-asserted-by":"crossref","first-page":"104","DOI":"10.1016\/j.jbusres.2019.04.016","article-title":"The role of imagery in promoting organic food","volume":"101","author":"F Septianto","year":"2019","journal-title":"J Bus Res"},{"key":"pone.0355783.ref029","doi-asserted-by":"crossref","first-page":"163","DOI":"10.1016\/j.jretconser.2019.05.011","article-title":"Do altruistic and egoistic values influence consumers\u2019 attitudes and purchase intentions towards eco-friendly packaged products? An empirical investigation","volume":"50","author":"G Prakash","year":"2019","journal-title":"J Retail Consum Serv"},{"key":"pone.0355783.ref030","first-page":"104","article-title":"Do green advertising claims elicit consumers\u2019 feelings? The affective path of green advertising persuasion","volume":"09","author":"Z Li","year":"2021","journal-title":"Journalism Res"},{"issue":"5","key":"pone.0355783.ref031","doi-asserted-by":"crossref","first-page":"1333","DOI":"10.3390\/su11051333","article-title":"Design for sustainability: the effect of lettering case on environmental concern from a green advertising perspective","volume":"11","author":"Y Song","year":"2019","journal-title":"Sustainability"},{"key":"pone.0355783.ref032","doi-asserted-by":"crossref","first-page":"101100","DOI":"10.1016\/j.elerap.2021.101100","article-title":"Color in web banner advertising: the influence of analogous and complementary colors on attitude and purchase intention","volume":"50","author":"AR White","year":"2021","journal-title":"Electron Commer Res Appl"},{"key":"pone.0355783.ref033","doi-asserted-by":"crossref","first-page":"102563","DOI":"10.1016\/j.jenvp.2025.102563","article-title":"Green visuals, greener actions: Increasing recycling behavior through nature imagery and the recycling logo","volume":"103","author":"C Hadjichristidis","year":"2025","journal-title":"J Environ Psychol"},{"issue":"8","key":"pone.0355783.ref034","doi-asserted-by":"crossref","first-page":"1337","DOI":"10.3724\/SP.J.1042.2020.01337","article-title":"Dual system theory of physical activity: a reinforcement learning perspective","volume":"28","author":"X-Y Chu","year":"2020","journal-title":"Adv Psychol Sci"},{"key":"pone.0355783.ref035","doi-asserted-by":"crossref","first-page":"255","DOI":"10.1146\/annurev.psych.59.103006.093629","article-title":"Dual-processing accounts of reasoning, judgment, and social cognition","volume":"59","author":"JSBT Evans","year":"2008","journal-title":"Annu Rev Psychol"},{"issue":"4","key":"pone.0355783.ref036","doi-asserted-by":"crossref","first-page":"395","DOI":"10.1080\/17437199.2016.1183505","article-title":"A systematic review of the effects of non-conscious regulatory processes in physical activity","volume":"10","author":"AL Rebar","year":"2016","journal-title":"Health Psychol Rev"},{"key":"pone.0355783.ref037","doi-asserted-by":"crossref","first-page":"101215","DOI":"10.1016\/j.ehb.2022.101215","article-title":"Influence of poverty concerns on demand for healthier processed foods: a field experiment in Mexico City","volume":"49","author":"ME Dominguez-Viera","year":"2023","journal-title":"Econ Hum Biol"},{"issue":"04","key":"pone.0355783.ref038","first-page":"51","article-title":"Application and prospect of dual-system theory in consumer decision-making of sales promotion","volume":"27","author":"C Lu","year":"2012","journal-title":"J Beijing Technol Bus Univ"},{"issue":"1","key":"pone.0355783.ref039","doi-asserted-by":"crossref","first-page":"3800","DOI":"10.1038\/s41598-023-30696-8","article-title":"The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream","volume":"13","author":"X Li","year":"2023","journal-title":"Sci Rep"},{"issue":"04","key":"pone.0355783.ref040","first-page":"67","article-title":"Construct development and formation mechanism of customer sickness in the e-commerce platform","volume":"37","author":"Y Jiao","year":"2023","journal-title":"J Ind Eng Eng Manag"},{"issue":"2","key":"pone.0355783.ref041","doi-asserted-by":"crossref","first-page":"311","DOI":"10.1086\/259630","article-title":"Information and consumer behavior","volume":"78","author":"P Nelson","year":"1970","journal-title":"J Polit Econ"},{"issue":"3700","key":"pone.0355783.ref042","doi-asserted-by":"crossref","first-page":"1187","DOI":"10.1126\/science.150.3700.1187","article-title":"Evoked-potential correlates of stimulus uncertainty","volume":"150","author":"S Sutton","year":"1965","journal-title":"Science"},{"issue":"4","key":"pone.0355783.ref043","doi-asserted-by":"crossref","first-page":"467","DOI":"10.1509\/jmr.13.0488","article-title":"Cost conscious? The neural and behavioral impact of price primacy on decision making","volume":"52","author":"UR Karmarkar","year":"2015","journal-title":"J Mark Res"},{"key":"pone.0355783.ref044","doi-asserted-by":"crossref","first-page":"176","DOI":"10.1016\/j.neulet.2019.04.019","article-title":"Neurological effects of product price and evaluation on online purchases based on event-related potentials","volume":"704","author":"X Tang","year":"2019","journal-title":"Neurosci Lett"},{"issue":"01","key":"pone.0355783.ref045","first-page":"113","article-title":"Dynamic price affect under Knightian uncertainty: an event-related potential study","volume":"34","author":"H Song","year":"2021","journal-title":"J Manag Sci"},{"issue":"2","key":"pone.0355783.ref046","doi-asserted-by":"crossref","first-page":"217","DOI":"10.2501\/JAR-2016-030","article-title":"EEG-based measures versus panel ratings: predicting social media-based behavioral response to super bowl ads","volume":"56","author":"G Deitz","year":"2016","journal-title":"J Advert Res"},{"issue":"1","key":"pone.0355783.ref047","doi-asserted-by":"crossref","first-page":"773","DOI":"10.1038\/s42003-025-08170-0","article-title":"Modified specific components of conspecific advertisement calls influence behavioral and neural responses in music frogs","volume":"8","author":"T Qing","year":"2025","journal-title":"Commun Biol"},{"issue":"4","key":"pone.0355783.ref048","doi-asserted-by":"crossref","first-page":"486","DOI":"10.1016\/j.jcps.2012.05.008","article-title":"Reducing self\u2010control depletion effects through enhanced sensitivity to implementation: Evidence from fMRI and behavioral studies","volume":"22","author":"WM Hedgcock","year":"2012","journal-title":"J Consum Psychol"},{"issue":"12","key":"pone.0355783.ref049","first-page":"198","article-title":"Users\u2019 affective experience of mobile news APPs based on event related potentials","volume":"44","author":"X Wang","year":"2023","journal-title":"Packag Eng"},{"key":"pone.0355783.ref050","doi-asserted-by":"crossref","first-page":"156","DOI":"10.3389\/fnins.2018.00156","article-title":"The effects of money on fake rating behavior in e-commerce: electrophysiological time course evidence from consumers","volume":"12","author":"C Wang","year":"2018","journal-title":"Front Neurosci"},{"issue":"04","key":"pone.0355783.ref051","first-page":"153","article-title":"Research on consumer privacy paradox behavior from the perspective of self-perception theory: evidence from ERPs","volume":"24","author":"R Sun","year":"2021","journal-title":"Nankai Bus Rev"},{"issue":"2","key":"pone.0355783.ref052","doi-asserted-by":"crossref","first-page":"148","DOI":"10.1016\/j.biopsycho.2005.04.001","article-title":"The feedback-related negativity reflects the binary evaluation of good versus bad outcomes","volume":"71","author":"G Hajcak","year":"2006","journal-title":"Biol Psychol"},{"issue":"2","key":"pone.0355783.ref053","doi-asserted-by":"crossref","first-page":"129","DOI":"10.1080\/87565640903526504","article-title":"Event-related potentials, emotion, and emotion regulation: an integrative review","volume":"35","author":"G Hajcak","year":"2010","journal-title":"Dev Neuropsychol"},{"issue":"10","key":"pone.0355783.ref054","article-title":"Sex differences and emotion regulation: an event-related potential study","volume":"8","author":"EKT Gardener","year":"2013","journal-title":"PLoS One"},{"issue":"2","key":"pone.0355783.ref055","doi-asserted-by":"crossref","first-page":"250","DOI":"10.1037\/1528-3542.8.2.250","article-title":"The persistence of attention to emotion: brain potentials during and after picture presentation","volume":"8","author":"G Hajcak","year":"2008","journal-title":"Emotion"},{"key":"pone.0355783.ref056","doi-asserted-by":"crossref","first-page":"112249","DOI":"10.1016\/j.bbr.2019.112249","article-title":"Effects of negative mood state on event-related potentials of restrained eating subgroups during an inhibitory control task","volume":"377","author":"Y Liu","year":"2020","journal-title":"Behav Brain Res"},{"issue":"5","key":"pone.0355783.ref057","doi-asserted-by":"crossref","first-page":"541","DOI":"10.1080\/1357650X.2016.1241257","article-title":"Valence and arousal influence the late positive potential during central and lateralized presentation of images","volume":"22","author":"AJ O\u2019Hare","year":"2017","journal-title":"Laterality"},{"issue":"01","key":"pone.0355783.ref058","first-page":"211","article-title":"The order effects of product decision support tools influencing mobile consumers\u2019 purchasing decision: a neuroscience perspective","volume":"27","author":"Y Li","year":"2024","journal-title":"Nankai Bus Rev"},{"key":"pone.0355783.ref059","first-page":"29","article-title":"What kind of comments are more credible? The influence of online comment types on perceived credibility of online comments from the perspective of psychological simulation","volume":"02","author":"D Cui","year":"2022","journal-title":"J Bus Econ"},{"issue":"1","key":"pone.0355783.ref060","doi-asserted-by":"crossref","first-page":"18","DOI":"10.1080\/00913367.2013.799450","article-title":"\u201cI eat organic for my benefit and yours\u201d: egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists","volume":"43","author":"I Kareklas","year":"2014","journal-title":"J Advert"},{"key":"pone.0355783.ref061","first-page":"51","article-title":"The influence of green packaging and advertising appeal on green purchase intention","volume":"9","author":"W Zhang","year":"2022","journal-title":"Green Packag"},{"key":"pone.0355783.ref062","first-page":"17","article-title":"Ten simple rules for designing ERP experiments.","volume-title":"Event related potentials: a methods handbook","author":"S. Luck","year":"2005"},{"issue":"3","key":"pone.0355783.ref063","doi-asserted-by":"crossref","first-page":"377","DOI":"10.1080\/00140139.2023.2223785","article-title":"Recognition and evaluation of mental workload in different stages of perceptual and cognitive information processing using a multimodal approach","volume":"67","author":"H Jin","year":"2024","journal-title":"Ergonomics"},{"issue":"7","key":"pone.0355783.ref064","doi-asserted-by":"crossref","first-page":"1381","DOI":"10.1080\/0144929X.2021.1876763","article-title":"Evaluating users\u2019 preference for the appearance of humanoid robots via event-related potentials and spectral perturbations","volume":"41","author":"F Guo","year":"2021","journal-title":"Behav Inf Technol"},{"key":"pone.0355783.ref065","doi-asserted-by":"crossref","first-page":"103325","DOI":"10.1016\/j.jretconser.2023.103325","article-title":"Whether to trust chatbots: applying the event-related approach to understand consumers\u2019 emotional experiences in interactions with chatbots in e-commerce","volume":"73","author":"C Wang","year":"2023","journal-title":"J Retail Consum Serv"},{"issue":"02","key":"pone.0355783.ref066","first-page":"193","article-title":"Research on the mechanism of positive e-commerce network word-of-mouth influences consumers green consumption intention","volume":"35","author":"W Zhang","year":"2023","journal-title":"Manag Rev"},{"issue":"03","key":"pone.0355783.ref067","first-page":"108","article-title":"Influence of personalized advertising recommendation types on online green purchase decision-making process","volume":"31","author":"J Wang","year":"2021","journal-title":"China Popul Resour Environ"}],"container-title":["PLOS One"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0355783","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,9,21]],"date-time":"2026-09-21T17:22:17Z","timestamp":1790011337000},"score":1,"resource":{"primary":{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0355783"}},"subtitle":[],"editor":[{"given":"Orlando Manuel da Costa","family":"Gomes","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"editor"}]}],"short-title":[],"issued":{"date-parts":[[2026,9,21]]},"references-count":67,"journal-issue":{"issue":"9","published-online":{"date-parts":[[2026,9,21]]}},"URL":"https:\/\/doi.org\/10.1371\/journal.pone.0355783","relation":{},"ISSN":["1932-6203"],"issn-type":[{"value":"1932-6203","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,9,21]]}}}