When normative framing saves Mr. Nature: Role of consumer efficacy in proenvironmental adoption

• Published in: Psychology & marketing Vol. 38; no. 8; pp. 1340 - 1362
• Main Authors: Do, Khoa T., Wang, Chen‐Ya, Guchait, Priyanko
• Format: Journal Article
• Language: English
• Published: Hoboken Wiley Periodicals Inc 01.08.2021
• Subjects: anthropomorphism; Consumers; efficacy; Environmental management; Farming; normative framing; proenvironmental behavior; self‐construal

This study examines the proenvironmental persuasion of the so‐called normative framing that incorporates normative influence (i.e., social norms) into message framing (i.e., loss vs. gain). Across three green contexts (i.e., towel reuse, paperless adoption, and ugly food consumption), this study sho...