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How scolding can encourage consumer engagement with plastic waste issue? The moderating role of consumers’ mindset

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  • Bandyopadhyay, Argho
  • Septianto, Felix
  • Nallaperuma, Kaushalya

Abstract

Extant literature has reported mixed findings on the effectiveness of praising versus scolding in social marketing messages, such as how to encourage consumer engagement with plastic waste issue. Against this backdrop, this research investigates the moderating role of consumers' mindset in this regard. This research reports two experimental studies and demonstrates that consumers with a growth (vs. fixed) mindset will experience higher levels of outcome efficacy when evaluating a scolding (vs. praising) message. In addition, this research employs different methods of eliciting consumers' mindset and examines different dependent variables (product choice in Study 1 and donation allocations in Study 2). The results of this research thus offer a fresh theoretical perspective on the effectiveness of scolding (vs. praising) in enhancing consumer engagement with plastic waste issue by examining the moderating role of consumers’ mindset and establishing the underlying mechanism.

Suggested Citation

  • Bandyopadhyay, Argho & Septianto, Felix & Nallaperuma, Kaushalya, 2021. "How scolding can encourage consumer engagement with plastic waste issue? The moderating role of consumers’ mindset," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:joreco:v:62:y:2021:i:c:s096969892100237x
    DOI: 10.1016/j.jretconser.2021.102671
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    References listed on IDEAS

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    Cited by:

    1. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    2. Li, You & Wu, Shuilong & Yuan, Yongna & Hu, Zekun, 2024. "How temporal perspective affects the effectiveness of upcycled vs. recycled product advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. Kumar, Prashant & Utkarsh,, 2023. "Effects of in-store information quality and store credibility on consumer engagement in green retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    4. Huang, Yu-Shan (Sandy) & Dootson, Paula, 2022. "Chatbots and service failure: When does it lead to customer aggression," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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