I examined message appeal in green policy communication by clarifying the moderating roles of environmental hyperopia and individual differences in environmental locus of control. The results suggested that a guilt appeal had a greater effect in 2 conditions, that is, when a global
issue was promoted to consumers with an external locus of control, or when a local issue was promoted to consumers with an internal locus of control. Guilt appeals were no more effective than nonguilt appeals when a local issue was presented to individuals with an external locus of control.
The guilt appeal backfired in that, when a global issue was promoted to individuals with an internal locus of control, the nonguilt appeal was more persuasive than the guilt appeal. Implications for researchers, nonprofit marketers, and public policymakers are discussed.