Wanwan06281989

Introduction
The trend of developing eco-friendly products has prevailed in legion(predicate) industries in new decades. Simultaneously, green issue has caught marketing practitioners attention and been greatly utilise in the marketing campaigns such as advertising (Kalafatis et al, 1999). However, many ad messages containing environmental problems tend to be misleading or give false (or partly true) information (Davis, 1991), which may sire detrimental effects on consumers cognition and stead towards the eco-friendly products. Once consumers apprehend the manipulative intent embedded in the marketing messages, they are less likely to be persuaded by these messages (Cotte et al, 2003). Several researches have shed some light on the area of how consumers evaluate the marketing messages and the corresponded attitudes (Cotte et al, 2003; Brennan and Binney, 2009).

In the research make by Cotte et al. (2003), there were some evidences showing when consumers view ads as highly credible, they are apt to keep positive attitudes towards ad as well as sponsor and feel at fault. Conversely, if consumers perceived the manipulative intent of corporations, they tend to hold negative attitudes towards ads and sponsor, so does less guilty feeling be generated (Cotte et al, 2003).



The guilt aggregation is prevalently used in the social marketing domain (Brennan and Binney, 2009). Brennan and Binney (2009) give tongue to that the guilt appeal will trigger consumers guilty feeling and force them to act in compliance with ad appeals to alleviate the level of guilt. However, not every consumer is aroused a sense of guilt and intends to comply the ad instruction if they perceive the unfairness, impropriety and manipulative intent of ads (Cotte et al, 2003). Kalafatis et al. (1999) pointed out that to predict consumers intention of purchasing eco-friendly goods, the theory of planned behaviour presented by Ajzen can serve as a framework, which includes attitudes toward the behaviour, subjective...If you want to beat back a full essay, order it on our website: Orderessay



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