“Fresh start” messaging, “rebirth associations,” and consumers’ environmentally sustainable actions

Abstract

What do consumers do with their used clothing, books, and children’s toys? In this research, we introduce metaphoric “fresh start” messaging as an effective tactic to encourage consumers to engage in environmentally sustainable actions of donating used products for remanufacture or reuse. Drawing on conceptual metaphor theory and construal theory, we contrast metaphoric “fresh start” messaging with dominant “reduce waste” and “recycle” non-metaphoric environmental messages. Across six experimental studies, metaphoric “fresh start” messaging is more effective in increasing environmentally sustainable actions, including used product donations and donation intentions. The effectiveness of metaphoric “fresh start” messaging is grounded in its activation of abstract thinking as “rebirth associations,” thoughts around new beginnings, renewal, and new life. We examine the effectiveness of metaphoric “fresh start” (vs. non-metaphoric environmental) messaging with the use of “fresh start” temporal landmarks (New Year’s Day and Earth Day) and find that metaphoric “fresh start” messaging, with or without these temporal landmarks, is more effective in triggering abstract thinking as “rebirth associations.” Our work substantiates the power of metaphoric “fresh start” messaging in encouraging consumers’ environmentally sustainable actions and has significant implications for the use of conceptual metaphors in marketing messages.