Effectiveness of Narrative versus Non-Narrative Advertising on Green Purchase Decisions: An Experimental Study

Title

Effectiveness of Narrative versus Non-Narrative Advertising on Green Purchase Decisions: An Experimental Study

Creator

Sindhuja, Sneha; Majumdar, Anjali

Description

Given the well-documented intention-behaviour gap in green consumption, effective communication is crucial in addressing and reducing it. The relative persuasive potential of narrative and non-narrative advertisements in the context of environmental communication, and the psychological processes underlying their actions, has been minimally explored. This study, conducted in the Indian subcontinent, tested the hypothesis that there is a significant difference in the effectiveness of narrative and non-narrative advertisements on green purchase decisions, and examined processing fluency and affect as explanatory factors. A pre-test-post-test quasi-experimental design was employed, with 40 participants subsequently assigned to either a narrative group (n = 20) or a non-narrative group (n = 20). Results revealed that although narrative advertisements were easier to process, non-narrative advertisements were more effective in influencing consumers green purchase decisions. The pattern of affect was asymmetric, with no relation between positive affect and green purchase decision, but negative affect had a significant influence. 2026 Australian and Aotearoa New Zealand Communication Association.

Source

Communication Research and Practice;

Date

01-01-2026

Publisher

Taylor and Francis Ltd.

Subject

affect; green purchase decisions; Narrative and non-narrative advertisement; processing fluency

Coverage

Sindhuja S., School of Psychological Sciences, Christ University, Bengaluru, India; Majumdar A., School of Psychological Sciences, Christ University, Bengaluru, India

Rights

Restricted Access; Hardcopy may be available in the library

Relation

ISSN: 22063374;

Format

online

Language

English

Type

Article

Identifier

https://doi.org/10.1080/22041451.2026.2672872

https://www.scopus.com/pages/publications/105039246149?origin=resultslist