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“I Will Start Saving Natural Resources, Only When You Show Me the Planet as a Person in Danger”: The Effects of Message Framing and Anthropomorphism on Pro-Environmental Behaviors that are Viewed as Effortful

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  • Malgorzata Karpinska-Krakowiak

    (Department of International Marketing and Retailing, University of Lodz, 90-131 Lodz, Poland)

  • Lukasz Skowron

    (Department of Marketing, Lublin University of Technology, 20-618 Lublin, Poland)

  • Lachezar Ivanov

    (Chair of Marketing, European University Viadrina, 15230 Frankfurt (Oder), Germany)

Abstract

Little is known on how to encourage effortful (rather than effortless) conservation behaviors, and prior research investigated only single (rather than multiple) message appeals in terms of their persuasive power in promoting pro-environmental intentions. The current study uses a framework from evolutionary psychology to propose and test a blend of message appeals that is most likely to drive green behaviors perceived as effortful. An experiment with a 2 (yes versus no anthropomorphic cue) × 2 (negative versus positive message frame) between-subjects design was run, and effort was included as a measured factor. The findings reveal that negatively framed messages are most effective in prompting effortful (but not effortless) pro-environmental intentions only when they are coupled with anthropomorphic cues (no differences between loss and gain messages were found when no anthropomorphism was used). These effects were replicated across two types of behaviors: water conservation and waste reduction.

Suggested Citation

  • Malgorzata Karpinska-Krakowiak & Lukasz Skowron & Lachezar Ivanov, 2020. "“I Will Start Saving Natural Resources, Only When You Show Me the Planet as a Person in Danger”: The Effects of Message Framing and Anthropomorphism on Pro-Environmental Behaviors that are Viewed as E," Sustainability, MDPI, vol. 12(14), pages 1-14, July.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:14:p:5524-:d:381966
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    References listed on IDEAS

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    Cited by:

    1. Marko M. Skoric & Nan Zhang & Juma Kasadha & Chun Hong Tse & Jing Liu, 2022. "Reducing the Use of Disposable Plastics through Public Engagement Campaigns: An Experimental Study of the Effectiveness of Message Appeals, Modalities, and Sources," IJERPH, MDPI, vol. 19(14), pages 1-20, July.
    2. Ritesh Jain & Edwina Luck & Shane Mathews & Lisa Schuster, 2022. "Creating Persuasive Environmental Communicators: Spokescharacters as Endorsers in Promoting Sustainable Behaviors," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    3. Ying Li & Yanfei Zhu & Guanqun Zhang & Junliang Zhou & Jinlai Liu & Zhuoxin Li & Boqian He, 2022. "The Effects of Anthropomorphism, Message Framing, and Voice Type on Unhealthy Sleep Behavior in Young Users: The Mediating Role of Risk Perception," IJERPH, MDPI, vol. 19(15), pages 1-18, August.

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