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Introduction The trend of developing eco-friendly products has prevailed in legion(predicate) industries in untried decades. Simultaneously, green issue has caught marketing practitioners attention and been greatly utilize in the marketing campaigns such as advertising (Kalafatis et al, 1999). However, many a(prenominal) ad messages containing environmental problems tend to be misleading or give false (or partly true) information (Davis, 1991), which may pay off detrimental effects on consumers cognition and position 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 bear by Cotte et al. (2003), there were some evidences showing wh en 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 damaging attitudes towards ads and sponsor, so does less siny feeling be generated (Cotte et al, 2003).

The guilt aggregation is prevalently used in the social marketing humanity (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 all consumer is aroused a sense of guilt and intends to co mply the ad instruction if they perceive the! unfairness, impropriety and manipulative intent of ads (Cotte et al, 2003). Kalafatis et al. (1999) pointed discover that to predict consumers intention of purchasing eco-friendly goods, the theory of plan 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, dress it on our website: OrderEssay.net

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