A Systematic Review of Guilt Appeal in Environmental Marketing
محل انتشار: دوازدهمین کنفرانس بینالمللی آکادمی مدیریت آسیا
سال انتشار: 1396
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 375
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شناسه ملی سند علمی:
AAMC12_072
تاریخ نمایه سازی: 22 دی 1396
چکیده مقاله:
Guilt as an appeal have been extensively utilized in marketing and advertising under different context and research areas. In the current wake of environmental marketing, guilt appeal has been linked to studies concerning consumer attitude, and behaviour towards environment and green marketing and advertising. However, a periodic review on its relative role and applicability in environmental context role is lacking. This paper addresses this gap through a pioneer investigation of this appeal using systematic review to assess its role in environmental marketing and green marketing research. The systematic review findings reveal its relatively high direct and mediating influences on environmental communication and consumer choice but comparatively negligible utilization as a mediating variable
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نویسندگان
Rajat Subhra Chatterjee
Faculty of Business and Information Science, UCSI University, Malaysia
Nazliwati Mohamad
Faculty of Business and Information Science, UCSI University, Malaysia