Publicação
From eco-anxiety to action: unraveling the dynamics of message framing, emotions and attitudes on purchase intention
| Resumo: | With the rise of the global environmental crisis, many organizations are shifting towards sustainability, focusing on impacting consumer choices through advertising messages. Two experimental studies (n1 = 100; n2 = 110) were conducted to test how gain versus loss advertising message frames can impact purchase intention, in the context of reusable packaging. The studies examined the role of eco-anxiety, hope, guilt, pride and attitude towards the brand as mediating and moderating factors. The results showed that message framing only impacted purchase intention via the mediation of attitude towards brand, moderated by eco-anxiety. |
|---|---|
| Autores principais: | Carvalho, Mariana Monteiro de |
| Assunto: | Eco-anxiety Message framing Hope Guilt Pride Consumer behaviour Intention to act sustainably Purchase intention Attitude towards the brand |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | With the rise of the global environmental crisis, many organizations are shifting towards sustainability, focusing on impacting consumer choices through advertising messages. Two experimental studies (n1 = 100; n2 = 110) were conducted to test how gain versus loss advertising message frames can impact purchase intention, in the context of reusable packaging. The studies examined the role of eco-anxiety, hope, guilt, pride and attitude towards the brand as mediating and moderating factors. The results showed that message framing only impacted purchase intention via the mediation of attitude towards brand, moderated by eco-anxiety. |
|---|