Understanding religious influence through elevation on green advertising effectiveness among Muslims: an examination from the UAE and the USA

Author First name, Last name, Institution

Kang Li, Zayed UniversityFollow
Ridwan Raji, Zayed UniversityFollow
Azmat Rasul, Zayed UniversityFollow

Document Type

Article

Source of Publication

Asian Journal of Communication

Publication Date

1-1-2023

Abstract

Given the growth of green advertising due to increasing environmental concerns, as well as the scarce religious advertising research on Muslims, this research investigates religious and cultural effects on Muslims’ purchase intentions when reacting to green advertising. The results from two experimental studies show that Islamic religious appeals exert a moderated mediation effect on Muslims’ intentions to purchase green products. Specifically, a self-transcendent emotion–elevation–conditionally mediated the effects of religious appeals via the moderation of individual Muslims’ religiosity. However, cultural appeals did not affect Muslims in the United States of America (USA) and United Arab Emirates (UAE) differently.

DOI Link

10.1080/01292986.2023.2176897

ISSN

0129-2986

Publisher

Informa UK Limited

Disciplines

Communication

Keywords

culture, elevation, Green advertising, Islamic religious appeals, Muslims, religiosity

Scopus ID

85148211692

Recommended Citation

Li, Kang; Raji, Ridwan; and Rasul, Azmat, "Understanding religious influence through elevation on green advertising effectiveness among Muslims: an examination from the UAE and the USA" (2023). All Works. 5678.
https://zuscholars.zu.ac.ae/works/5678

Indexed in Scopus

yes

Open Access

no