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- Title
Using social media to promote pro-sustainability behaviours: a quasi-experimental study on message framing.
- Authors
Stadlthanner, Katja Anna; Andreu, Luisa; Font, Xavier
- Abstract
Social media advertising can be used to persuade consumers to act more sustainably. We analysed the effects of outcome and target message framing on consumer involvement variation, attitudes (toward the cause and company) and behavioural intentions (toward the cause and company). The messages are tested in a quasi-experiment in the context of disposable/reusable cups in the hospitality sector. While all stimuli led to an increase in cause involvement, only the outcome message frame showed statistically significant differences, with gain messages being most effective. We reflect on the value of social media to test persuasive communication messages, and the potential for technology to be used for social good.
- Subjects
SOCIAL media; ATTITUDE (Psychology); SOCIAL values; SOCIAL responsibility of business; BEHAVIOR
- Publication
E-review of Tourism Research, 2020, Vol 17, Issue 4, p516
- ISSN
1941-5842
- Publication type
Article