Mountain versus Ocean: The Moderating Effects of Regulatory Focus and Mediating Effects of Self-Efficacy for The Effect of Natural Environment Type on Consumer Responses to Green Advertising
(A2024-119881)

AUTHORS

Nara Youn, Hongik University; HYUNJI LEE, Hongik University; Sean-min SI, Hongik University

ABSTRACT

Based on the nature-connectedness theory, which differentiates natural environments into mountain and ocean contexts, we showed the fit effects between promotion focus and mountain-connectedness and between prevention focus and ocean-connectedness. Study 1 examines how individuals' regulatory focus (promotion vs. prevention) and the type of natural environment (mountain vs. ocean) affect attitudes and advertising effectiveness. Promotion-focused individuals respond more favorably to mountain-associated eco-friendly products, while prevention-focused individuals show a preference for ocean-related products. Study 2 further investigates these relationships by manipulating the regulatory focus. The results indicate that promotion-focused advertisements are more effective in mountain-related eco-friendly products, whereas prevention-focused ads perform better in ocean settings. Additionally, the study confirms that environmental self-efficacy mediates the interaction between mountain versus ocean natural environment type and regulatory focus on product attitude and advertising effectiveness.