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The effect of message framing and language intensity on green consumption behavior willingness

Author

Listed:
  • Siqi Dai

    (Beijing Forestry University)

  • Kai Chen

    (Beijing Forestry University)

  • Rui Jin

    (Nanjing University)

Abstract

As people continue to pay attention to environmental issues, the concept of green consumption has emerged. In order to study the effects of the guidance information on green consumption behavior, this paper chose two common situations in social life: “household electricity-saving” and “carton recycling,” and designed an inter-group experiment of 2 (Message Framing: Gain framing/Loss framing) × 2 (Language Intensity: Assertive language/Nonassertive language) × 2 (Self-construction: Interdependent self-construal/Independent self-construal), based on the Self-construal Theory. It aimed to examine the influence of different message strategies on the green consumption behavior willingness of information receivers. It was found that for interdependent individuals, the gain framing message has more positive influence on the intention of green consumption behavior, while the loss framing can better promote independent individuals’ willingness. Nonassertive message had a positive impact on the intention of green consumption behavior of both types of individuals. Besides, when the message is nonassertive, gaining framing and losing framing message has a more significant role in promoting the green consumption behavior willingness of interdependent individuals and independent individuals, respectively.

Suggested Citation

  • Siqi Dai & Kai Chen & Rui Jin, 2022. "The effect of message framing and language intensity on green consumption behavior willingness," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 24(2), pages 2432-2452, February.
    • Handle: RePEc:spr:endesu:v:24:y:2022:i:2:d:10.1007_s10668-021-01540-8
    DOI: 10.1007/s10668-021-01540-8
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    References listed on IDEAS

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