Influences of Framing Effect and Green Message on Advertising Effect

Abstract

Designing green product marketing is a helpful solution for enhancing green awareness, and for promoting the protection of the environment. In this study we explored the framing effect in advertising design, and analyzed the relationship between framing effect (FE) and green message (GM), as well as their influences on advertising. We adopted a quasiexperimental method, and conducted empirical research according to 2 x 2 between-subject factors. The results showed that green messages influenced consumers' reaction toward positive and negative frames. Consumers who did not receive green messages preferred positively framed advertising. After receiving a green message, the consumers' attitudes regarding positively and negatively framed advertising were similar for both types.

Message framing effects on sustainable consumer behaviour: a systematic review and future research directions for social marketing

“…However, ten other studies produced the opposite result, reporting the higher effectiveness of negative frames (Avineri and Waygood, 2013;Moon et al, 2016). Some of these studies examined potential mediating variables (Amatulli et al, 2019;Lagomarsino et al, 2020) Heuristic-systematic model of information processing Chang and Wu, 2015 Theories used to measure behaviour change The theory of planned behaviour du Preez and Heath, 2016;Rizzi et al, 2020;Tih et al, 2016;Tu et al, 2013 found to be responsible for the effectiveness of negatively framed messages in promoting sustainable consumer behaviour.…”

Message framing and self-conscious emotions help to understand pro-environment consumer purchase intention: an ERP study

“…The companies concern in shaping a positively framed message is emphasizing the benefits to the environment after purchasing the green products ,while the companies concern in shaping a negatively framed message is to highlight potential destructive outcomes resulting from consumers’ willingness to purchase non green products 8 , 13 , 14 . Message framing holds a relevance to green marketing appeals which have selfless motivations and encouragement to acquire environment friendly behaviors 9 .…”

Understanding the Ecological Adoption of Solar Water Heaters Among Customers of Island Economies

“…Furthermore, Chang (2008) and Tu et al (2013) have proposed that green advertising messages can influence customers' views and judgments about products as suggested by several researchers (Qader and Zainuddin, 2011;Zhu, 2012, Nyborg et al 2006.…”