GREEN GLORY OR GLOAT? UNVEILING SCHADENFREUDE IN GREEN PRESTIGE ADVERTISING

<p>This paper examines how green prestige advertising influences consumers' negative word-of-mouth (NWOM) intentions through envy and schadenfreude. Based on social comparison theory, it explores how status-driven green ads provoke upward comparisons that induce envy, leading to schadenfreude and NWOM. Two experiments with different consumer goods (a car and a restaurant) were conducted to test the model. Results show that green prestige ads increase envy and schadenfreude compared to non-prestige green ads. Additionally, anti-egalitarianism (AEG) was found to moderate this effect, with individuals high in AEG displaying lower levels of envy, schadenfreude, and NWOM. The study highlights the role of individual differences in hierarchy-maintenance motives and suggests marketers of green prestige brands use inclusive messaging to reduce envy and NWOM.</p>