Interactive effects of message framing and information content on carbon offsetting behaviors

Abstract

This study examines the effects of message framing and information presentation on tourists' carbon offsetting behaviors within the theoretical framework of heuristic-systematic processing. The interactive effects of message framing and information presentation are assessed on both static and dynamic outcome variables employing a mixed between-within group methodology utilizing two sets of data through a longitudinal 2 × 2 × 2 experimental design. The results reveal that a gain-framed messaging combined with objective climate change information and objective carbon offsetting information results in significantly more positive impacts on changes in purchase intention of carbon offsetting products and increases willingness to pay for carbon offsetting. Conversely, the combination of loss-framed messages and subjective information presentation are shown not only to be ineffective in increasing carbon offsetting behavior but results in declines in tourists’ purchase intention of carbon offsetting products and willingness to pay for carbon offsetting.

Public Awareness of Consumer Products Containing Radioactive Materials: Empirical Evidence from Malaysia

“…The research findings are in line with those of previous research on promotion-focused advertisements [ 55 ]. This structure of advertisement has been used to promote various sustainable products and services, including organic food, herbs, natural cosmetics and tourism, technology and infrastructure [ 56 , 57 , 58 , 59 , 60 ].…”

“…The findings showed significant relationships between radiation safety knowledge and both regulatory focus messaging groups (promotion and prevention). In short, it is pivotal for marketers to tailor information related to the products to match with the regulatory focus of consumers in order to produce high-quality arguments that match with consumers’ mindsets [ 56 ]. For practical implications, this study offers a better understanding of how consumers actually perceive and evaluate information before making their decision to purchase products containing radioactive materials.…”

Effectiveness of message framing in changing COVID-19 vaccination intentions: Moderating role of travel desire

“…Message framing is presenting information in a specific way to influence or change the recipient's behavior ( Chi et al, 2021 ; Kapuściński & Richards, 2016 ; Tversky & Kahneman, 1981 ). Message framing originates from the framing theory proposed by Goffman (1974) and Tversky and Kahneman (1981) who found that people's interpretation of information and their subsequent actions could be manipulated by the presentation of the message ( Zhang et al, 2018 ).…”

“…In addition to the framing of the message, the content of the message can also influence message persuasiveness ( Chi, Denton, & Gursoy, 2021 ). Studies suggest that individuals who receive objective and rational information are more likely to utilize a more systematic approach to process the message as compared to individuals who receive subjective and emotional information ( Chi et al, 2021 ).…”

“…In addition to the framing of the message, the content of the message can also influence message persuasiveness ( Chi, Denton, & Gursoy, 2021 ). Studies suggest that individuals who receive objective and rational information are more likely to utilize a more systematic approach to process the message as compared to individuals who receive subjective and emotional information ( Chi et al, 2021 ). Since knowledge about the effectiveness of COVID-19 vaccines is an important determinant of individuals’ willingness to get vaccinated, it is important to investigate the effects of information content and message type (emotional or rational, objective or subjective) on perceived vaccine risks and vaccination intentions.…”