Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Sindhuja, Sneha; Majumdar, Anjali Title A name given to the resource Effectiveness of Narrative versus Non-Narrative Advertising on Green Purchase Decisions: An Experimental Study Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Communication Research and Practice; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1080/22041451.2026.2672872" target="_blank" rel="noreferrer noopener">https://doi.org/10.1080/22041451.2026.2672872</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105039246149?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105039246149?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Sindhuja S., School of Psychological Sciences, Christ University, Bengaluru, India; Majumdar A., School of Psychological Sciences, Christ University, Bengaluru, India Description An account of the resource 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. Subject The topic of the resource affect; green purchase decisions; Narrative and non-narrative advertisement; processing fluency Publisher An entity responsible for making the resource available Taylor and Francis Ltd. Relation A related resource ISSN: 22063374; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource Restricted Access; Hardcopy may be available in the library Format The file format, physical medium, or dimensions of the resource online