Changing Attitudes on Social Media: Effects of Fear and Information in Green Advertising on Non-Green Consumers

Abstract

How can green advertising get non-green consumers to think more about the environment? Using Elaboration Likelihood Model and Social Judgment Theory, we construct hypotheses and test them across three experiments. Results provide converging evidence that messages placed on social media with low-information and high-fear (emotional) appeals are most effective at generating purchase intent and digital engagement. Moreover, pollution ideation is the mechanism underlying these effects on social media. Theoretical and practical implications are discussed in light of the potential for advertising to be a force for good, particularly on social media where campaigns may encourage non-green consumers to think more about the environment.