The hybrid enigma: The importance of self-construal for the effectiveness of communication messages promoting sustainable behaviour

Transition towards more sustainable diets is imminent and marketers are looking for guidance on type of the advertising appeal that could effectively persuade consumers to buy products that could support this transition, such as hybrid products. While prior research has investigated the value of self-interest/-transcendent goal appeals and independent/interdependent self-construal, only a small number of studies have investigated these factors...