Abstract:
This study is concerned with understanding the impact of message framing in influencing choice within the sustainable consumption domain. Over-consumption has been proven to be a main cause of environmental degradation, and a shift to sustainable consumption practices is needed. Yet research has found that despite knowledge of environmental issues, and a supportive attitude, pro-environmental behaviour amongst consumers is lacking, with a key influence being the lack of personal utility found in the pro-environmental choice. This study attempts to contribute to narrowing the knowledge attitude practice gap in this domain, by using message framing to isolate the personal utility available in a sustainable choice, thereby influencing a pro-environmental outcome.A study was conducted to determine the main and interaction effects of various salient message frames (reference dependence, loss aversion and time sensitivity) on behavioural intention within sustainable consumption context. Environmental attitude was also tested to ascertain the interaction effect of this variable with the other independent variables and the resultant impact on the choice made. Variables were manipulated in a 2x2x2 factorial design. Results yielded the hypothesised significance of main effects for time sensitivity, but not for reference dependence or loss aversion. In addition no three way interaction for reference dependence by loss aversion by time sensitivity was found. No interaction was found between message frame and environmental attitude. Implications for social marketers engaged in the promotion of pro-environmental behaviours are discussed. Copyright
