Fostering consumer engagement in online shopping: Assessment of environmental video messages in driving purchase intentions toward green products

Due to environmental concerns and the growing emphasis on sustainable consumption, educating consumers and promoting eco-friendly products are paramount. In this perspective, this research aims to investigate the effect of the tone of video messages delivered just before the decision-making process on visual attention, environmental awareness, and the tendency to consume green products on online platforms. In view of the Regulatory Focus Theory, the study employs a dual-method approach, integrating eye-tracking as a neuromarketing tool and a questionnaire to enhance the reliability of findings. The research specifically targets Generation Z, the digital generation. The Grey Relational Coefficient was employed to analyze the sampling distribution process, while Dynamic Grey Relational Analysis and ANOVA were utilized for data analysis. The study seeks to establish a practical framework by mitigating the Self-Construal effect and balancing demographic factors across study groups, ensuring applicability to real-world scenarios. In general, based on the Elaboration Likelihood Model and the priming effect, findings of the study indicate that exposure to environmental educational video messages right before product purchase, enhances visual attention to eco-friendly information. Overall, environmental educational video messages increase preference for green products and reduce price sensitivity. Furthermore, prevention-based video messages had a more pronounced impact on increasing attention to eco-friendly products. The study holds promising implications to promote eco-friendly products.