Green and Guilt Free: the Role of Guilt in Determining the Effectiveness of Environmental Appeals in Advertising

John Peloza, Simon Fraser University, Canada
Jingzhi Shang, Simon Fraser University, Canada
Katherine White, University of Calgary, Canada
Consumer support for advertising appeals that feature environmental attributes (“green” marketing) is equivocal. Across three studies we show that consumers in situations characterized by heightened implicit guilt will favor green marketing appeals. Further, consumer preference for green marketing in these situations is found without the use of an explicit guilt appeal.
[ to cite ]:
John Peloza, Jingzhi Shang, and Katherine White (2011) ,"Green and Guilt Free: the Role of Guilt in Determining the Effectiveness of Environmental Appeals in Advertising", 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.