2026-10-13T02:44:57Z https://api.figshare.com/v2/oai

oai:figshare.com:article/33955527 2026-09-21T17:22:08Z category_45 category_734 category_106 portal_5 item_type_3 month_year_09_2026

<p>Experimental design and sample distribution.</p> Zhenshui Yan (25084368) Tianbo Wang (6482039) Shuwei Wang (620960) Wei Lyu (6089831) Sociology Biological Sciences not elsewhere classified Science Policy xlink "> accelerating pronounced n2 conflict primary structural barrier erps data uncover egoistic appeals triggered consumers &# 8217 behavioral results reveal green advertising appeals underlying psychological conflict late evaluative stage green express packaging price premium act express packaging green transformation psychological threshold price premiums premium conditions early stage sustainable logistics study provides strictly anchored related potential regulatory potential optimizing pricing neurophysiological perspective moral satisfaction marketing strategies interactive effects findings suggest economic costs costs increase costs crossed cost conditions brain decisions behavior gap <div><p>Accelerating the green transformation of express packaging is crucial for sustainable logistics. This study combines behavioral experiments with event-related potential (ERP) technology to explore the interactive effects of green advertising appeals and price premiums on consumers’ willingness to pay for green express packaging. Behavioral results reveal that price premium act as a primary structural barrier, with consumers’ green choices decreasing significantly as costs increase. The ERPs data uncover the underlying psychological conflict during decision-making: in the early stage, high price premium elicited larger N2 amplitudes, reflecting increased cognitive conflict. Notably, egoistic appeals triggered the most pronounced N2 conflict under high-cost conditions. In the late evaluative stage, altruistic appeals significantly enhanced LPP amplitudes under low-premium conditions, reflecting higher motivational significance and moral satisfaction. However, this effect was neutralized as costs crossed a psychological threshold. These findings suggest that green advertising’s regulatory potential is strictly anchored by economic costs. This study provides a neurophysiological perspective for optimizing pricing and marketing strategies in digital green logistics.</p></div> 2026-09-21T17:22:02Z Dataset Dataset 10.1371/journal.pone.0355783.t001 https://figshare.com/articles/dataset/_p_Experimental_design_and_sample_distribution_p_/33955527 CC BY 4.0