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

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) x 2 (Language Intensity: Assertive language/Nonassertive language) x 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.

Automated summary

This study, based on the Self-construal Theory, explored the impact of different message strategies on the willingness of green consumption behavior. The results showed that gain framing message had a more positive influence on interdependent individuals, while loss framing message was more effective on independent individuals. Nonassertive message had a positive impact on both types of individuals.