ASMR – an autonomous sense of pleasure has become a legit tool for contemporary advertisers aiming, particularly upon consumers in the 20s to 30s, and it is still a relatively new concept in green marketing studies. Driven by the underlying theories of the transactional model of stress and coping, fear-relief, and mating attraction strategy, this study explores the interaction role of ASMR in green message appeals. Two experimental studies were launched toward Indonesian young adults to investigate its effect on young adult consumers' fear and hope, possibly changing their attitudes toward the ad and green switching intentions. The current study demonstrates the ability of the ASMR insertion inside confronting message appeals (negative versus positive) in weakening fear and boosting hope that further, to some extent, improves young consumers' behavioral intention. In such a case, males' fear will decrease lower than the females' when the negative message is combined with a female ASMR-tist. In contrast, females' fear will be lower than males' when the negative message is paired with a male ASMR-tist. However, if the gender effect involves, only the direct impacts of fear towards green switching intention will significantly differ between genders, whereas no significant difference will occur in participants' attitudes towards the ad. Meanwhile, the individual impact of hope is neither significant on attitude toward the ad nor green switching intention when the gender effect interferes.

ASMR – an autonomous sense of pleasure has become a legit tool for contemporary advertisers aiming, particularly upon consumers in the 20s to 30s, and it is still a relatively new concept in green marketing studies. Driven by the underlying theories of the transactional model of stress and coping, fear-relief, and mating attraction strategy, this study explores the interaction role of ASMR in green message appeals. Two experimental studies were launched toward Indonesian young adults to investigate its effect on young adult consumers' fear and hope, possibly changing their attitudes toward the ad and green switching intentions. The current study demonstrates the ability of the ASMR insertion inside confronting message appeals (negative versus positive) in weakening fear and boosting hope that further, to some extent, improves young consumers' behavioral intention. In such a case, males' fear will decrease lower than the females' when the negative message is combined with a female ASMR-tist. In contrast, females' fear will be lower than males' when the negative message is paired with a male ASMR-tist. However, if the gender effect involves, only the direct impacts of fear towards green switching intention will significantly differ between genders, whereas no significant difference will occur in participants' attitudes towards the ad. Meanwhile, the individual impact of hope is neither significant on attitude toward the ad nor green switching intention when the gender effect interferes.

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