In stores’ environmental information context, this study aims to deploy the elaboration likelihood model (ELM) to examine the effects of authenticity on engagement and, consequently, on store rapport and whether environmental issue affinity (EIA) and stores’ consistency moderate the authenticity-engagement relationship.
Usable data, collected through an online structured questionnaire from 698 consumers, was analysed using AMOS v26.
The results show that stores’ brand consistency and EIA improve green information processing, and consumer engagement is a key mechanism for positive green information processing. The results also validate a modification in the ELM.
The study illuminates the challenges faced by green marketers and elucidates several pathways for effective green messaging and trust-building mechanisms among green consumers.
This research illustrates a conflux of marketing communication, authenticity and green branding while extending the ELM by outlining branding as a cue for information processing amongst green consumers.
