Targeting the Sin or the Sinner? Applying Kahneman’s Insights to Frame Environmental Messages for Better Waste Management

Gilles Grolleau (), Luc Meunier () and Naoufel Mzoughi ()
Additional contact information
Gilles Grolleau: ESSCA School of Management
Luc Meunier: ESSCA School of Management
Naoufel Mzoughi: INRAE, ECODEVELOPPEMENT

Environmental & Resource Economics, 2025, vol. 88, issue 10, No 4, 2629-2644

Abstract: Abstract Inspired from Kahneman’s seminal contributions to the theory of framing, we test the impact of noun- versus verb-based framings (e.g., do not be a polluter versus do not pollute) on individuals’ behavioral intentions towards two pro-environmental messages aiming at reducing waste. Using a non-incentivized laboratory experimental survey, we find a significant effect of messages framed as verb-based actions (i.e., do not pollute, do not waste) in driving individuals to sign a petition in favor of garbage recycling and accept to receive tips about food waste. Additionally, we also identify a significant negative influence of reactance, hampering pro-environmental behavior. We discuss our exploratory results keeping in mind the humility that characterizes Kahneman’s scholarly legacy.

Keywords: Behavioral Intentions; Pollution; Framing; Moral Identity; Moral self-image; Recycling; Waste (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s10640-025-00968-0 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:enreec:v:88:y:2025:i:10:d:10.1007_s10640-025-00968-0

Ordering information: This journal article can be ordered from
http://www.springer. ... al/journal/10640/PS2

DOI: 10.1007/s10640-025-00968-0

Access Statistics for this article

Environmental & Resource Economics is currently edited by Ian J. Bateman

More articles in Environmental & Resource Economics from Springer, European Association of Environmental and Resource Economists Contact information at EDIRC.
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().