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We used the health belief model (HBM) to investigate predictors of green advertising attitude and behavioral intention, and to explain the influence of these factors on environmentally friendly consumption. We conducted a survey with a college student sample (N = 236) in South Korea. Regression analysis results showed that the inclusion of both HBM factors and consumption-related factors, as opposed to just 1 type of factor, was associated with superior prediction ability in relation to environmentally friendly consumption. In addition, the inclusion of HBM factors, consumption-related factors, and green advertising attitude in the model resulted in a better predictor of behavioral intention. Our findings suggest that ecological consumption is influenced by consumers' past experience with green marketing as well as their beliefs about environmental issues. Implications of the findings and suggestions for future research are discussed.

Our aim was to discover common relationship norms in Facebook communication between a brand and its fans, and to understand how these norms influence consumers' perceived irritation with brand messages. A semantic network analysis revealed that 7 out of 8 brands operated according to exchange relationship norms in communicating with their fans, whereas 1 brand operated according to communal relationship norms. We subsequently examined the effect of trait reactance and communication styles on the perceived level of irritation caused by branded messages received on Facebook with a sample of Korean college students (N = 161 participants). Results showed that those high in trait reactance perceived the exchange communication as more irritating than did those low in trait reactance. There was no difference between high and low reactance individuals in their perceived irritation with communal communication. Theoretical and practical implications are discussed and suggestions for future research provided.

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