The effectiveness of fear appeals in ‘green’ advertising: An analysis of creative, consumer, and source variables*
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DOI: 10.1080/13527266.2017.1290671
Abstract: 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… read more here.
Keywords: fear appeal; green advertising; source; advertising ... See more keywords
The Impact of Green Advertising Information Quality Perception on Consumers’ Response: An Empirical Analysis
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DOI: 10.3390/su142013248
Abstract: Green advertising is one of the important tools for companies to carry out marketing activities, and it is especially important for green brand owners to improve the persuasive effect of green advertising. Existing studies focus… read more here.
Keywords: advertising information; quality; advertising; green advertising ... See more keywords