What Sells Better in Green Communications: Fear or Hope? It Depends on Whether the Issue Is Global or Local

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local. Results showed that when the environmental issue was framed as global, a fear appeal enhanced viewers' attention, positive attitude toward the green issue, and behavioral intention more than a hope appeal did. The opposite was found when the environmental issue was framed as local. To enhance external validity, Study 2 incorporated actual donation amount and replicated the results found in Study 1. Perspective taking, the act of viewing a situation or understanding of a concept from an alternative point of view, served as an underlying mechanism.