Sukki Yoon teaches marketing at Bryant University, Rhode Island, USA. He has been a visiting scholar at Grey Worldwide and Harvard University, and a consultant at firms and government agencies in both the USA and Korea.Sangdo Oh teaches marketing at Yonsei University, Seoul, South Korea, and has previously taught at the University of Illinois and Ulsan National Institute of Science and Technology.

• Introduction: Social and environmental issues in advertising 1. Pro-environment advertising messages: the role of regulatory focus 2. How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting 3. ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands 4. Do bans on illuminated on-premise signs matter? Balancing environmental impact with the impact on businesses 5. Impact of fear appeals on pro-environmental behaviour and crucial determinants 6. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea 7. The effect of non-stereotypical gender role advertising on consumer evaluation 8. In distrust of merits: the negative effects of astroturfs on people’s prosocial behaviors 9. Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement

Sukki Yoon teaches marketing at Bryant University, Rhode Island, USA. He has been a visiting scholar at Grey Worldwide and Harvard University, and a consultant at firms and government agencies in both the USA and Korea.Sangdo Oh teaches marketing at Yonsei University, Seoul, South Korea, and has previously taught at the University of Illinois and Ulsan National Institute of Science and Technology.

• Introduction: Social and environmental issues in advertising 1. Pro-environment advertising messages: the role of regulatory focus 2. How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting 3. ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands 4. Do bans on illuminated on-premise signs matter? Balancing environmental impact with the impact on businesses 5. Impact of fear appeals on pro-environmental behaviour and crucial determinants 6. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea 7. The effect of non-stereotypical gender role advertising on consumer evaluation 8. In distrust of merits: the negative effects of astroturfs on people’s prosocial behaviors 9. Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement

Sukki Yoon teaches marketing at Bryant University, Rhode Island, USA. He has been a visiting scholar at Grey Worldwide and Harvard University, and a consultant at firms and government agencies in both the USA and Korea.Sangdo Oh teaches marketing at Yonsei University, Seoul, South Korea, and has previously taught at the University of Illinois and Ulsan National Institute of Science and Technology.

• Introduction: Social and environmental issues in advertising 1. Pro-environment advertising messages: the role of regulatory focus 2. How consumer knowledge shapes green consumption: an empirical study on voluntary carbon offsetting 3. ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands 4. Do bans on illuminated on-premise signs matter? Balancing environmental impact with the impact on businesses 5. Impact of fear appeals on pro-environmental behaviour and crucial determinants 6. Effort investment in persuasiveness: a comparative study of environmental advertising in the United States and Korea 7. The effect of non-stereotypical gender role advertising on consumer evaluation 8. In distrust of merits: the negative effects of astroturfs on people’s prosocial behaviors 9. Empowering social change through advertising co-creation: the roles of source disclosure, sympathy and personal involvement