The Influence of Advertising Appeals on Consumers’ Willingness to Participate in Sustainable Tourism Consumption

Table 3

Main text contents of experimental materials (research 2).

Type	Company-oriented information	Consumer-oriented information
Emotional appeals	“Starlit Sky” sow the seeds of happiness for babies: sharing environmental protection, reading growth, and creating infinite possibilities.	“Starlit Sky” invites babies to sow the seeds of happiness together: sharing environmental protection, reading growth, and creating infinite possibilities.
Rational appeals	“Starlit Sky” builds a library around your babies. Provide home delivery service, select carefully, and have rich sources of books.	“Starlit Sky” invites babies to build a library around them. Provide home delivery service, select carefully, and have rich sources of books.