| Summary: | 博士 === 國立中正大學 === 企業管理研究所 === 103 === Purpose -- This study aims to investigate the moderating role of framing and environmental identity threat on environmental concern to behavioral changes, for the attempt to promote pro-environmental behavior through intervention strategies of persuasive communications
Research Design – Four experiments were employed by a mixed survey- experimental design to test research hypotheses, including two pairs of 1 (environmental concern) x 2 (framing: positive/negative vs. control) and 1 (environmental concern) x 2 (framing: positive/negative vs. control) x 2 (personal/societal environmental identity threat: yes vs. no) between-participant design.
Findings -- Based on the proposition that people’s environmental behavior is different due to the level of their environmental concern, the present study provides evidences that the effect of environmental concern will be attenuated by adding framing message and behavior is then influenced by the interaction of environmental concern and framing. Further, this interaction will be destroyed by threatening one’s personal or societal environmental identity.
Practical Implications -- Environmental quality strongly depends on human behavior patterns. It is then proved that environmental behavior can be changed by the manipulation of framing; however, environmental identity threat will destroy this manipulation. Marketers should avoid using both strategies simultaneously but reciprocally.
Originality/value – People with lower environmental concern are those most needing environmental education. This study offers a quicker and more efficient way to encourage pro-environmental behavior through heuristics without enhancement of environmental awareness and knowledge. Besides, it also reminds the power of condemnation to destroy the effectiveness of framing intervention strategy.
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