Are Guilt Appeals Good in Green Marketing? the Moderating Roles of Issue Proximity and Environmental Involvement

Despite the growth of green marketing, little is known about how consumers process advertising messages that contain guilt appeals. The present research seeks to further the understanding of guilt appeals in green advertising by clarifying the moderating roles of issue proximity and environmental involvement. Experimental results indicate that a guilt appeal is more effective than a positive appeal. A guilt appeal backfires when a low-proximity issue is presented to individuals who are with low environment involvement. The boomerang effects of a guilt appeal are also found when promoting a high-proximity issue to the counterparts who are highly involved with the environment. Implications of the findings are discussed as well as limitations and directions for future research.



Citation:

Chun-Tuan Chang, Yu-Kang Lee, Ting-Ting Chen, and Shan-Min Wu (2011) ,"Are Guilt Appeals Good in Green Marketing? the Moderating Roles of Issue Proximity and Environmental Involvement ", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 449-451.

Authors

Chun-Tuan Chang, Naional Sun Yat-sen University, Taiwan
Yu-Kang Lee, National Sun Yat-sen University, Taiwan
Ting-Ting Chen, National Sun Yat-sen University
Shan-Min Wu, National University of Kaohsiung



Volume

E - European Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

M9. Exploring Historical Nostalgia and its Relevance to Consumer Research

Matthew Farmer, University of Arizona, USA
Caleb Warren, University of Arizona, USA

Read More

Featured

Institutional Influence on Indebted Consumers’ Understanding of Wants and Needs

Mary Celsi, California State University Long Beach, USA
Stephanie Dellande, Menlo College
Mary Gilly, University of California Irvine, USA
Russ Nelson, Northwestern University, USA

Read More

Featured

Q9. Free or Fee? Consumers’ Decision to Pay for the Premium Version of a Music Streaming Service Rather than Using its Free Version

Sebastian Danckwerts, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.