“I Will Start Saving Natural Resources, Only When You Show Me the Planet as a Person in Danger”: The Effects of Message Framing and Anthropomorphism on Pro-Environmental Behaviors that are Viewed as Effortful

Malgorzata Karpinska-Krakowiak, Lukasz Skowron and Lachezar Ivanov
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Malgorzata Karpinska-Krakowiak: Department of International Marketing and Retailing, University of Lodz, 90-131 Lodz, Poland
Lukasz Skowron: Department of Marketing, Lublin University of Technology, 20-618 Lublin, Poland
Lachezar Ivanov: Chair of Marketing, European University Viadrina, 15230 Frankfurt (Oder), Germany

Sustainability, 2020, vol. 12, issue 14, 1-14

Abstract: Little is known on how to encourage effortful (rather than effortless) conservation behaviors, and prior research investigated only single (rather than multiple) message appeals in terms of their persuasive power in promoting pro-environmental intentions. The current study uses a framework from evolutionary psychology to propose and test a blend of message appeals that is most likely to drive green behaviors perceived as effortful. An experiment with a 2 (yes versus no anthropomorphic cue) × 2 (negative versus positive message frame) between-subjects design was run, and effort was included as a measured factor. The findings reveal that negatively framed messages are most effective in prompting effortful (but not effortless) pro-environmental intentions only when they are coupled with anthropomorphic cues (no differences between loss and gain messages were found when no anthropomorphism was used). These effects were replicated across two types of behaviors: water conservation and waste reduction.

Keywords: message framing; loss/gain frame; anthropomorphism; conservation behavior; effort; low-cost hypothesis (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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