{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,1]],"date-time":"2026-05-01T07:23:24Z","timestamp":1777620204118,"version":"3.51.4"},"reference-count":69,"publisher":"MDPI AG","issue":"1","license":[{"start":{"date-parts":[[2024,12,30]],"date-time":"2024-12-30T00:00:00Z","timestamp":1735516800000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation Of China","doi-asserted-by":"publisher","award":["72172021"],"award-info":[{"award-number":["72172021"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"DOI":"10.13039\/501100001809","name":"National Natural Science Foundation Of China","doi-asserted-by":"publisher","award":["cstc2024ycjh-bgzxm0093"],"award-info":[{"award-number":["cstc2024ycjh-bgzxm0093"]}],"id":[{"id":"10.13039\/501100001809","id-type":"DOI","asserted-by":"publisher"}]},{"name":"Chongqing Talent Plan Project","award":["72172021"],"award-info":[{"award-number":["72172021"]}]},{"name":"Chongqing Talent Plan Project","award":["cstc2024ycjh-bgzxm0093"],"award-info":[{"award-number":["cstc2024ycjh-bgzxm0093"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Advertising has become an important strategy for many enterprises to nudge consumers to buy green products and achieve sustainable development. In the context of cultural diversity, the discussion on the influence of consumers\u2019 cultural belief variables on the effectiveness of advertising persuasion appears conducive to promoting green consumption. Through two situational experiments based on information processing theory, this study verified the impact and mechanism of the interaction between self-construal and advertising appeals on green product purchase intention, revealing the mediating role of information processing fluency (Experiment 2). The results indicate that emotional (rational)-appeal advertisements can strengthen independent (interdependent) self-constructed consumers\u2019 stronger purchase intentions for green products (Experiment 1). Moreover, the occurrence of this effect is mediated by information processing fluency (Experiment 2). Not only do the conclusions of this research enrich the literature in the field of self-construal and advertising appeal preference but they also have managerial implications for improving green marketing performance by using advertising appeal and targeting consumers\u2019 cultural psychological characteristics.<\/jats:p>","DOI":"10.3390\/jtaer20010004","type":"journal-article","created":{"date-parts":[[2024,12,31]],"date-time":"2024-12-31T13:26:25Z","timestamp":1735651585000},"page":"4","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["How Does Self-Construal Influence Green Product Purchase in the Digital Era? The Moderating Role of Advertising Appeal"],"prefix":"10.3390","volume":"20","author":[{"given":"Peng","family":"Su","sequence":"first","affiliation":[{"name":"School of Biological and Chemical Engineering, Chongqing University of Education, Chongqing 400067, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-4045-3357","authenticated-orcid":false,"given":"Qi","family":"Yao","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Chongqing Jiaotong University, Chongqing 400074, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Xian","family":"Wu","sequence":"additional","affiliation":[{"name":"Rollins School of Public Health, Emory University, Atlanta, GA 30322, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2024,12,30]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"114675","DOI":"10.1016\/j.jbusres.2024.114675","article-title":"Understanding the desire for green consumption: Norms, emotions, and attitudes","volume":"178","author":"Nascimento","year":"2024","journal-title":"J. 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