Going Green Feeling Guilty

摘要

This study focuses on exploring how guilt appeals can be best designed and articulated to induce proenvironmental behavior (PEB) in the context of public service announcements (PSAs). Using an experimental design, we address two primary research questions: l.How does framing of environmental responsibility— whether the consumer or the company is portrayed as being responsible for environmental conservation— within PSA moderate the relationship between guilt appeal level PEB and the effectiveness of PSA? 2. How does attitude towards the product mediate the effects of guilt and responsibility on intention to purchase from the company and willingness to pay a premium price (WPPP)?