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 ()
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Gilles Grolleau: ESSCA School of Management Lyon
Luc Meunier: ESSCA School of Management, Aix-en-Provence
Naoufel Mzoughi: ECODEVELOPPEMENT - Ecodéveloppement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement

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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
New Economics Papers: this item is included in nep-exp, nep-nud and nep-upt
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Published in Environmental and Resource Economics, In press

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