The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China
2021
Yang Li | Dandan Yang | Yingying Liu
Recycling can benefit our community and the environment to a considerable degree through the link between collection and processing. Governments and companies make substantive efforts to develop effective communication strategies that encourage people to conduct recycling behaviors by using recycling-aiding products. Across three lab experiments, this research finds that negative frames are more effective in convincing consumers to purchase recycling-aiding products than positive frames. The results can be explained through perceived value and pro-environmental personal norms. Furthermore, negative frames are more effective for consumers with lower environmental involvement. To the best of our knowledge, we are the first to examine the framing effect as it applies to communicating messages about recycling-aiding products. Finally, our conclusions provide solid theoretical support and suggestions for policymakers and marketers, such as designing specific advertisements tailored to different demographics.
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