Reassessing the Impact of Fear Appeals in Sustainable Consumption Communication: An Investigation into Message Types and Message Foci

In the face of escalating environmental challenges, effective communication has assumed unprecedented significance. This study addresses a critical research gap concerning the utilization of fear appeal in promoting sustainable consumer behavior. Rather than treating fear appeals as a singular construct, this research decomposes them into distinct components to explore the nuanced impacts of various fear appeal aspects. Additionally, we investigate how different message foci influence the effectiveness of various fear appeals in promoting sustainable consumption. To achieve these objectives, we designed an experimental study encompassing eight distinct scenarios, achieved through the manipulation of four types of fear appeal and two types of message focus. Participants were randomly assigned to one of these scenarios. Our findings reveal noteworthy differences in purchasing intentions, particularly in the context of various fear appeal types. Specifically, we observed significant variations between the economic fear appeal and the physical fear appeal, as well as between the self-esteem fear appeal and the physical fear appeal. Surprisingly, our analysis of the moderating effect of different message foci did not align with our initial expectations. The outcomes of this research offer valuable insights for green marketers, empowering them to employ diverse facets of fear appeal in their marketing strategies with greater flexibility and efficiency. These findings underscore the evolving landscape of sustainable consumer behavior and the evolving role of communication in addressing environmental challenges.