The Charming of Framing – It makes Low Environmental Concern People more Conservative
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 communi...
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ndltd-TW-103CCU001210532019-05-15T22:07:30Z http://ndltd.ncl.edu.tw/handle/8bmj7n The Charming of Framing – It makes Low Environmental Concern People more Conservative 框架的魅力 – 框架使低環境意識的人更環保 Molly Chien-jung Huang 黃千容 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. Shih-Chieh Chuang 莊世杰 2015 學位論文 ; thesis 112 en_US |
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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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Shih-Chieh Chuang |
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Shih-Chieh Chuang Molly Chien-jung Huang 黃千容 |
author |
Molly Chien-jung Huang 黃千容 |
spellingShingle |
Molly Chien-jung Huang 黃千容 The Charming of Framing – It makes Low Environmental Concern People more Conservative |
author_sort |
Molly Chien-jung Huang |
title |
The Charming of Framing – It makes Low Environmental Concern People more Conservative |
title_short |
The Charming of Framing – It makes Low Environmental Concern People more Conservative |
title_full |
The Charming of Framing – It makes Low Environmental Concern People more Conservative |
title_fullStr |
The Charming of Framing – It makes Low Environmental Concern People more Conservative |
title_full_unstemmed |
The Charming of Framing – It makes Low Environmental Concern People more Conservative |
title_sort |
charming of framing – it makes low environmental concern people more conservative |
publishDate |
2015 |
url |
http://ndltd.ncl.edu.tw/handle/8bmj7n |
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