Are guilt appeals a panacea in green advertising? The right formula of issue proximity and environmental consciousness

Chun-Tuan Chang

National Sun Yat-sen University


The concept of green marketing was first introduced in the late 1980s (Peattie & Crane 2005). Corporations have become more environmentally responsible through cleaner manufacturing processes and green promotion (D’Souza & Taghian 2005). Green product growth rates are double those of traditional products, with rapid growth of more than 24% from 2006 to 2008 (Mintel Oxygen Reports 2010). This increased environmental concern has also had a profound effect on consumer behaviour. According to Mintel’s latest report, consumers continue to buy natural products, despite a difficult economy, and 35% of American adults said that they would pay more for environmentally friendly products (Mintel Oxygen Reports 2010).