The Institute for International Marketing Management (IMM) is proud to highlight the latest contribution from our PhD candidate Thomas Freudenreich, co-authored with Elfriede Penz. Their paper, “Psychological Reactance in Assertive Green Advertising: Addressing the Role of Individual Values”, has been published in the Journal of Consumer Marketing (Vol. 42, Issue 1, 2025).

This innovative research investigates the complex interplay between individual value orientations, perceived freedom threats, and the effectiveness of assertive versus non-assertive green advertising. The study focuses on encouraging environmentally friendly mobility behaviors, such as adopting public transport.

Key Findings:

• Value Alignment is Crucial: Assertive ads are more effective among consumers with biospheric values, who prioritize environmental conservation. Conversely, hedonic-oriented individuals, focused on personal comfort and enjoyment, are more likely to perceive such ads as a threat to their freedom.

• Reactance and Messaging: Perceived threats to personal freedom are central to how consumers respond to green advertising, influencing both emotional (anger) and cognitive (negative evaluations) reactions.

• Strategic Implications: Marketers can improve the success of green campaigns by tailoring message assertiveness to specific audience segments, emphasizing environmental benefits for biospheric audiences and personal rewards for pleasure-seekers.

Contribution to Research and Practice:

This work not only extends psychological reactance theory but also provides actionable recommendations for crafting effective sustainability campaigns that resonate across diverse consumer groups.

The paper is available under an open-access license on the Emerald platform