Unveiling the power of message order in green advertising

In the world of green marketing, credibility is key, but convincing consumers remains a challenge due to deep-seated skepticism about environmental claims. Our recent research sheds light on how two-sided advertising—showcasing both positives and negatives—can significantly influence perceived credibility about green claims and purchasing decisions. Through five experimental studies across various product categories, this research examined how the placement of negative information, when combined with consumer knowledge of green products, affects purchase behavior.

This research dives into two-sided advertising, a shift from traditional methods that only spotlight the positives of products to also openly presenting their negatives. This approach not only enhances the perceived credibility of green claims but also significantly increases consumer willingness to purchase those products.

Another interesting finding from this research is the significant effect of where a negative message is placed within an ad, which greatly depends on consumer knowledge about green products. For those well-acquainted with green products, starting an ad with a negative message reinforces trust and sets a realistic context for the positive attributes that follow. This order meets their expectations and boosts the ad’s persuasive power. Conversely, for consumers with limited knowledge about green products, negative information is more effective when presented after positive details, using the initial positive information as an anchor to enhance the acceptance of the entire message.

The findings from this research suggest that a one-size-fits-all approach to green advertising may be less effective. Instead, tailoring message strategies to consumers' levels of knowledge could lead to more successful marketing outcomes, paving the way for a deeper connection with green products. As the green market continues to grow, these insights could be instrumental in shaping more persuasive and credible advertising strategies that resonate with a broader audience.Bharti, M., & Bharti, M. (2025). Flipping the Script: Harnessing Consumer Knowledge, Message Order and Refutation for Effective Two-Sided Green Advertising (external link) . Psychology & Marketing. DOI:10.1002/mar.22184