)Another reason for this gap could be due to the way products despite being “commanded” to do so. Sales for the environmental movement has traditionally been marketed. For example, many slogans and messages these conventional products do not suffer because of the promoting pro-environmental behaviors are imperative imperative nature of their messages. Instead, it is the negative nature of many of the environmental messages in nature, such as “Give a Hoot, Don’t Pollute” and that differs from those of other types of companies. “Reduce, Reuse, Recycle.” Kronrod, Grinstein, and Environmental messages have often been pessimistic Wathieu (2012) refer to these as assertive claims, and