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Targeting the Sin or the Sinner? Applying Kahneman's Insights to Frame Environmental Messages for Better Waste Management

Author

Listed:
  • Gilles Grolleau

    (ESSCA School of Management Lyon)

  • Luc Meunier

    (ESSCA School of Management, Aix-en-Provence)

  • Naoufel Mzoughi

    (ECODEVELOPPEMENT - Ecodéveloppement - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

Abstract

Inspired from Kahneman's seminal contributions to the theory of framing, we test the impact of noun-versus verb-based framings (e.g., do not be a polluter versus do not pollute) on individuals' behavioral intentions towards two pro-environmental messages aiming at reducing waste. Using a non-incentivized laboratory experimental survey, we find a significant effect of messages framed as verb-based actions (i.e., do not pollute, do not waste) in driving individuals to sign a petition in favor of garbage recycling and accept to receive tips about food waste. Additionally, we also identify a significant negative influence of reactance, hampering pro-environmental behavior. We discuss our exploratory results keeping in mind the humility that characterizes Kahneman's scholarly legacy.

Suggested Citation

  • Gilles Grolleau & Luc Meunier & Naoufel Mzoughi, 2025. "Targeting the Sin or the Sinner? Applying Kahneman's Insights to Frame Environmental Messages for Better Waste Management," Post-Print hal-04926850, HAL.
    • Handle: RePEc:hal:journl:hal-04926850
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-04926850v1
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    References listed on IDEAS

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