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...