KOREASCHOLAR

EXAMINING THE ROLE OF CONSUMERS’ VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH

Thomas Freudenreich, Elfriede Penz
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/422765
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Global Marketing Conference
2023 Global Marketing Conference at Seoul (2023.07)
pp.810-814
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study investigates the role of consumers’ value orientations on their attitude towards assertive green advertisements. We find that biospheric value orientation improves attitudes towards assertive ads and hedonic value orientation positively affects consumers’ perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.

Keyword
AssertivenessValue OrientationReactanceSustainability
Author
  • Thomas Freudenreich(Vienna University of Economics and Business)
  • Elfriede Penz(Vienna University of Economics and Business)