The Effect of Message Framing on Consumers’ Intentions to Purchase Recycling-Aiding Products in China

Yang Li, Dandan Yang and Yingying Liu
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Yang Li: Business School, Beijing Technology and Business University, 33 Fucheng Road, Beijing 100048, China
Dandan Yang: Business School, Beijing Technology and Business University, 33 Fucheng Road, Beijing 100048, China
Yingying Liu: Business School, Beijing Technology and Business University, 33 Fucheng Road, Beijing 100048, China

Sustainability, 2021, vol. 13, issue 12, 1-17

Abstract: 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.

Keywords: message framing; waste classification; recycling-aiding products; perceived value; pro-environmental personal norms (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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