Message framing strategies in promoting tourists’ pro-environmental behavioral intentions: the interaction of social distance and message framing

ABSTRACT Drawing on framing theory and construal level theory, this study conducted two experiments (N = 201 + 200) to examine the causal relationship between message framing strategies and changes in pro-environmental behavioral intentions (PEBI). The results revealed that the persuasiveness of gain-loss framing and emotional-rational appeal varies depending on social distance. This study also verified the mediating role of perceived effort worthiness. Green involvement moderated this mediation effect in that the above message framing strategies worked better for people with low green involvement. This study contributes to framing theory and provides practical implications to encourage pro-environmental behavior among tourists.