The Role of Guilt Emotion Inducement Towards Environment Oriented Communication; A Systematic Review Approach

Abstract

Guilt as an appeal have been extensively utilized in marketing and advertising under different context and research areas. In the current wake of environmental marketing, guilt appeal has been linked to studies concerning consumer attitude, and behaviour towards environment and green marketing and advertising. However, a periodic review on its relative role and applicability in environmental context role is lacking. This paper addresses this gap through a pioneer investigation of this appeal using systematic review to assess its role in environmental marketing and green marketing research. The systematic review findings reveal its relatively high direct and mediating influences on environmental communication and consumer choice but comparatively negligible utilization as a mediating variable.