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.

• Thomas Freudenreich(Vienna University of Economics and Business)
• Elfriede Penz(Vienna University of Economics and Business)