Green Requests: Issue Importance and Compliance With Assertive Environmental Messages

Ann Kronrod, Ben-Gurion University, Israel
Amir Grinstein, Ben-Gurion University, Israel
Luc Wathieu, ESMT, Germany
Is Greenpeace‘s "Stop the catastrophe!" campaign effective? When/why do consumers adhere to assertively phrased messages? We examine this question in one field and three lab studies, and show that Issue Importance is central in gaining compliance with assertive messages.
[ to cite ]:
Ann Kronrod, Amir Grinstein, and Luc Wathieu (2011) ,"Green Requests: Issue Importance and Compliance With Assertive Environmental Messages", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.