Environmental threat appeals in green advertising: The role of fear arousal and coping efficacy

This study addresses the behavioural effects of cognitive threat appraisal, emotional fear response and perceived coping efficacy in threat appeal based green advertising.

Environmental threat appeals in green advertising: The role of fear arousal and coping efficacy

Patrick Hartmann and Vanessa Apaolaza

University of the Basque Country UPV/EHU

Clare D'Souza

La Trobe University

Jose M. Barrutia and Carmen Echebarria

University of the Basque Country UPV/EHU

Introduction

Since the 20th century, media reports of environmental disasters have contributed to important changes in public opinions and behaviours towards the environment. Recently, in some countries, the number of people switching to ‘green’ electricity contracts has soared following the Fukushima disaster (Köpke 2011), potentially as the consequence of threat perception and fear. Communicational...

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