Scholarlink

This study investigates the effectiveness of threat versus efficacy appeals in green CSR communication using protection motivation theory. Findings from an experimental design reveal that efficacy appeals positively influence pro-environmental attitudes, while threat appeals backfire through perceived sustainability hypocrisy. Results highlight psychological hindrances to threat-based messaging, offering insights for sustainable communication strategies in business contexts.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

The Psychological Hindrance of Threat Appeals in Green CSR Communication

  • 章节

  • 发表日期：

    2025年

查看全文
  • Kai-Yi Young,
  • Shintaro Okazaki,
  • Jörg Henseler

摘要

This study investigates the effectiveness of threat versus efficacy appeals in green CSR communication using protection motivation theory. Findings from an experimental design reveal that efficacy appeals positively influence pro-environmental attitudes, while threat appeals backfire through perceived sustainability hypocrisy. Results highlight psychological hindrances to threat-based messaging, offering insights for sustainable communication strategies in business contexts.