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

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Featured

When CSR Becomes a Liability for Firms in Crises: Effects on Perceived Hypocrisy and Consumer Forgiveness

Argiro Kliamenakis, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Featured

Perceptions of Epistemic vs. Aleatory Uncertainty Affect Stock Investment

Daniel Walters, INSEAD, France
Gulden Ulkumen, University of Southern California, USA
Carsten Erner, FS Card
David Tannebaum, University of Utah, USA
Craig Fox, University of California Los Angeles, USA

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.