EXAMINING THE ROLE OF CONSUMERS’ VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH

Thomas Freudenreich; Elfriede Penz

doi:10.15444/GMC2023.09.07.03

EXAMINING THE ROLE OF CONSUMERS’ VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH

Thomas Freudenreich
, Elfriede Penz

International Marketing Management

Publikation: Konferenzbeitrag › Konferenzpapier

Abstract

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.

Originalsprache	Englisch
DOIs	https://doi.org/10.15444/GMC2023.09.07.03
Publikationsstatus	Veröffentlicht - 2023
Veranstaltung	2023 Global Marketing Conference at Seoul - Seoul, Südkorea Dauer: 20 Juli 2023 → 23 Juli 2023 https://2023gmc.imweb.me/index

Konferenz

Konferenz	2023 Global Marketing Conference at Seoul
Land/Gebiet	Südkorea
Ort	Seoul
Zeitraum	20/07/23 → 23/07/23
Internetadresse	https://2023gmc.imweb.me/index

Zugriff auf Dokument

10.15444/GMC2023.09.07.03

EXAMINING THE ROLE OF CONSUMERS’ VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH
Freudenreich, T. (Redner*in) & Penz, E. (Ko-Autor*in)
20 Juli 2023 → 23 Juli 2023
Aktivität: Vortrag › Wissenschaftlicher Vortrag (Science-to-Science)

Zitat

@conference{f350042a81144a789618ff040146cf3c,

title = "EXAMINING THE ROLE OF CONSUMERS{\textquoteright} VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH",

abstract = "This study investigates the role of consumers{\textquoteright} 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{\textquoteright} perceived threat to their freedom. Besides, the study supports the role of assertiveness in persuasive communication.",

author = "Thomas Freudenreich and Elfriede Penz",

year = "2023",

doi = "10.15444/GMC2023.09.07.03",

language = "English",

note = "2023 Global Marketing Conference at Seoul ; Conference date: 20-07-2023 Through 23-07-2023",

url = "https://2023gmc.imweb.me/index",

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AU - Freudenreich, Thomas

AU - Penz, Elfriede

PY - 2023

Y1 - 2023

N2 - 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.

AB - 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.

U2 - 10.15444/GMC2023.09.07.03

DO - 10.15444/GMC2023.09.07.03

M3 - Conference paper

T2 - 2023 Global Marketing Conference at Seoul

Y2 - 20 July 2023 through 23 July 2023

ER -

EXAMINING THE ROLE OF CONSUMERS’ VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH

Abstract

Konferenz

Zugriff auf Dokument

Aktivitäten

EXAMINING THE ROLE OF CONSUMERS’ VALUE ORIENTATIONS ON THEIR ATTITUDE TOWARDS ASSERTIVE GREEN ADVERTISING: A REACTANCE-BASED APPROACH

Zitat