Are guilt appeals a panacea in green advertising?

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When environmental messages should be assertive: examining the moderating role of effort investment (2015, background): “Considerable effort has gone into developing and implementing green campaigns to persuade people to be environmentally responsible (e.g., Chang 2012; Hartmann and Apaolaza-Ib a~nez 2009; White and Simpson 2013).”
Priming social media and framing cause-related marketing to promote sustainable hotel choice (2020, background): “Green CRM can be positive and emphasize environmental benefits or negative and focus on environmental harm (Chang, 2012).”