Yes, I can!
: examining the effect of message framing on the feeling of perceived effectiveness and sustainable consumption behavior

  • Kathrin Anna Renz (Student)

Student thesis: Master's Thesis

Abstract

In light of current business practices and consumption patterns which v xp t th th’s natural resources, understanding sustainable consumer behavior is a complex but emergent concept. Moreover, it is critical to understand for corporate and public policy makers in order to make a difference in consumption patterns for the future and in creating an overall more sustainable society. Thus, the aim of the present dissertation is to examine the effect of concrete versus abstract message framing in sustainable advertising on the feeling of perceived consumer effectiveness as a strong motivator for more sustainable consumption behaviors. Based on a review of the academic literature on sustainable decision-making and message framing techniques, an experimental study design was used to test for the framing effects n c nsum s’ attention to the advertisement, willingness to comply and their perceived effectiveness of their actions on issues that contribute to sustainable development. Results show, that the feeling of perceived effectiveness can be increased by presenting individuals with a positive concrete message on the feasibility of pro-environmental behavior instead of a message that focuses on abstract reasons for sustainable consumption. Thereby, the present dissertation makes a contribution to a more profound understanding of a concept that leads to more sustainable consumption and the process by which it can be increased, and that in turn holds important implications for the marketing literature and the advertising industry, in general.
Date of Award14 Feb 2017
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorVera Herédia Colaço (Supervisor)

Designation

  • Mestrado em Gestão e Administração de Empresas

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