The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative, consumer, and source variables^*

* The University of Alabama is the affiliation where this research was conducted.

Abstract

This study focused on the effectiveness of fear appeal messages used to arouse a threat in green advertising. An experiment recruited 175 participants to test the influence of the advertising appeal (fear vs. non-fear appeal), source (for-profit vs. non-profit organizations), and involvement with the environment on attitude toward the ad (A_ad), attitude toward the product (A_p) and purchase intention (PI). Results revealed that a fear appeal in a green ad negatively affected A_ad and A_p and that participants who were highly involved with the environment were more likely to have positive attitudes toward the green ad and advertised green product as well as a stronger intent to purchase it. The source type in the green ad did not affect ad effectiveness and involvement with the environment did not moderate the effects of either appeal or source.

Keywords:

• Green advertising
• fear appeal
• involvement with environment
• advertising source
• extended parallel process model
• advertising effectiveness

Notes

* The University of Alabama is the affiliation where this research was conducted.