Dr. Paul R. Messinger

Chair of the Department of Marketing, Business Economics, and Law

Professor of Marketing

University of Alberta

Abstract

In juxtaposition to the common belief that environmental threat appeals will generate positive effects on green consumption, the authors argue that signaling environmental threats is a double-edged sword. While environmental threat appeals may promote green consumption, they can send signals that non-environmental behaviors are ubiquitous and acceptable as the norm, and thus inhibit green consumption. A series of studies demonstrate that (a) environmental threat appeals initiate both a moral-concern-driven process, which enhances green consumption, and a moral-disengagement-driven process, which inhibits green consumption. (b) Cognitive fatigue, as an internal factor, moderates the indirect effect of environmental threat appeals on green consumption through moral concern and moral disengagement. (c) Social pressure, as an external factor, moderates the indirect effect of environmental threat appeals on green consumption through moral concern and moral disengagement. Theoretical and practical implications as well as limitations and future research are discussed.

讲座时间：2024年7月15日下午14：30

讲座地点：下沙校区5号楼416会议室