{"title":"Consumer Willingness to Pay for Sustainable Products","authors":"Prerna Shah, J. Yang","doi":"10.1080/17524032.2022.2152847","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study examines consumer willingness to pay (WTP) for sustainable products based on message framing. Results indicate that message frame and construal level influence WTP through cost–benefit perceptions. Eco-friendly frames are associated with higher perceived benefits and instill in participants a sense of hope. Abstract frames, on the other hand, are associated with higher perceived costs and induce anger and sadness among participants. This research has important practical implications for communication and marketing professionals who use strategic messaging to influence purchasing behaviors.","PeriodicalId":54205,"journal":{"name":"Environmental Communication-A Journal of Nature and Culture","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2022-11-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Environmental Communication-A Journal of Nature and Culture","FirstCategoryId":"90","ListUrlMain":"https://doi.org/10.1080/17524032.2022.2152847","RegionNum":3,"RegionCategory":"社会学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
ABSTRACT This study examines consumer willingness to pay (WTP) for sustainable products based on message framing. Results indicate that message frame and construal level influence WTP through cost–benefit perceptions. Eco-friendly frames are associated with higher perceived benefits and instill in participants a sense of hope. Abstract frames, on the other hand, are associated with higher perceived costs and induce anger and sadness among participants. This research has important practical implications for communication and marketing professionals who use strategic messaging to influence purchasing behaviors.
期刊介绍：
Environmental Communication is an international, peer-reviewed forum for multidisciplinary research and analysis assessing the many intersections among communication, media, society, and environmental issues. These include but are not limited to debates over climate change, natural resources, sustainability, conservation, wildlife, ecosystems, water, environmental health, food and agriculture, energy, and emerging technologies. Submissions should contribute to our understanding of scientific controversies, political developments, policy solutions, institutional change, cultural trends, media portrayals, public opinion and participation, and/or professional decisions. Articles often seek to bridge gaps between theory and practice, and are written in a style that is broadly accessible and engaging.
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