Green Requests: Issue Importance and Compliance With Assertive Environmental Messages

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.



Citation:

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.

Authors

Ann Kronrod, Ben-Gurion University, Israel
Amir Grinstein, Ben-Gurion University, Israel
Luc Wathieu, ESMT, Germany



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More

Featured

N13. Smaller Self but Larger Tips? The Effect of Awe on Consumers’ Tipping Intention

Ran Li, Chinese University of Hong Kong, China

Read More

Featured

Show Me More! Powerlessness Drives Variety Seeking

Wangshuai Wang, Shanghai University of International Business and Economics
Raj Raghunathan, University of Texas at Austin, USA
Dinesh Gauri, University of Arkansas, 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.