Sustainability is a central issue for people’s well-being, but companies often fail in communicating and selling “green” products. This paper shows that using negative frames in communications activates a sense of shame in consumers, which in turn leads them to choose green products and develop pro-environmental attitudes.
Consumers’ Pro-Environmental Behaviors: the Role of Framing and Emotions / Amatulli, Cesare; Peluso, Alessandro M.; De Angelis, Matteo; Bagozzi, Richard; Soscia, Isabella; Guido, Gianluigi. - 43:(2015), pp. 449-450.
Consumers’ Pro-Environmental Behaviors: the Role of Framing and Emotions
DE ANGELIS, MATTEO;
2015
Abstract
Sustainability is a central issue for people’s well-being, but companies often fail in communicating and selling “green” products. This paper shows that using negative frames in communications activates a sense of shame in consumers, which in turn leads them to choose green products and develop pro-environmental attitudes.
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