Interactive effects of message framing and information content on carbon offsetting behaviors

This study examines the effects of message framing and information presentation on tourists' carbon offsetting behaviors within the theoretical framework of heuristic-systematic processing. The interactive effects of message framing and information presentation are assessed on both static and dynamic outcome variables employing a mixed between-within group methodology utilizing two sets of data through a longitudinal 2 x 2 x 2 experimental design. The results reveal that a gain-framed messaging combined with objective climate change information and objective carbon offsetting information results in significantly more positive impacts on changes in purchase intention of carbon offsetting products and increases willingness to pay for carbon offsetting. Conversely, the combination of loss-framed messages and subjective information presentation are shown not only to be ineffective in increasing carbon offsetting behavior but results in declines in tourists' purchase intention of carbon offsetting products and willingness to pay for carbon offsetting.

Automated summary

The study found that combining gain-framed messages with objective information can significantly increase tourists' intention to purchase carbon offsetting products and willingness to pay for carbon offsetting. Conversely, loss-framed messages and subjective information presentation were shown to be ineffective and even resulted in declines in tourists' purchase intention and willingness to pay for carbon offsetting.