Parent‐like spokesperson for campaigning an anti‐plastic straw movement to young adults: Is it effective?

Abstract

Parental communication is still relatively meaningful in Asian families with hierarchical, vertical, and authoritative relationships. Meanwhile, children's pro-environmental behaviour in emerging Asian nations tends to be passive, leading to a need for intervention from the closest parties, often the parent, whose familial role in green communication has not been examined. This study uses social learning theory to examine the interplay of parent-like spokespeople and message appeals in affecting young adults' cognitive and emotional responses, which is expected to influence the ad liking and believability of green advertisements and switching intention to green products, such as eco-friendly straws. A laboratory experiment was conducted with 240 subjects. The results showed that the frame of a father-like figure conveying a hope appeal generated the greatest enthusiasm and argument quality for young adults. Motherlike figures speaking a fearful message frame were the best generator for young adults' anger and threat appraisal. Ad liking was significantly impacted only by a mother-like spokesperson who spoke a fearful appeal mediated by anger and a father-like spokesperson who delivered a hope appeal mediated by argument quality. Young adults' willingness to switch to eco-friendly straws was indirectly influenced by the interaction effect of a mother-like spokesperson and fear appeal type mediated by ad believability.

Does Internet Information Enhance the Intention to Switch? Evidence Shifting to Eco-Friendly Products

“…This illogical pattern was related to the idea of "satisfaction inertia," according to which customers prefer to continue with tried-and-true products that continuously satisfy their wants and expectations, even when more environmentally friendly alternatives are available (Wang et al, 2019). Furthermore, Suci et al, (2022) did an experimental study and found that participants' intentions to convert to eco-friendly alternatives considerably dropped when they were very satisfied with their present items. Despite being aware of eco-friendly options, switching intentions may be resisted due to cognitive dissonance resulting from the desire to uphold a positive selfconcept as an environmentally responsible person (Bardin et al, 2020).…”

“…Consumer preferences for eco-friendly items have undergone a paradigm shift across all countries as a result of growing environmental concerns and the pressing need to stop climate change. These ecofriendly decisions indicate a growing understanding of how consumer behavior affects the environment and a willingness among consumers to change their buying habits to more sustainable ones (Suci et al, 2022). The internet has completely changed how consumers obtain information and make decisions regarding sustainable consumerism and eco-friendly products.…”