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Exploring effects of message framing on supportive behaviors toward environmental corporate social responsibility

Young Kim (Strategic Communication, J. William and Mary Diederich College of Communication, Marquette University, Milwaukee, Wisconsin, USA)
Myoung-Gi Chon (School of Communication and Journalism, Auburn University, Auburn, Alabama, USA)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 2 May 2022

Issue publication date: 20 September 2022

160

Abstract

Purpose

The purpose of this study was to shed light on how effective environmental corporate social responsibility (CSR) communication can be achieved through persuasive communication strategies using message framing.

Design/methodology/approach

This study conducted an online experimental study with a 2 (narrative: narrative or non-narrative) × 2 (framing: gain or loss) between-subjects design.

Findings

The findings showed that environmental CSR communication using narrative framing messages is most effective in creating strong CSR associations between a company and the environmental CSR domain and sharing the company's CSR information on supportive communication and advocating for the environmental campaign.

Originality/value

This study highlights the importance of a company's environmental CSR communication efforts using the right message format (narrative style) to increase its persuasive sequence from CSR evaluation to supportive behaviors, contributing to theoretical development in the research of environmental CSR communication. This study suggests that environmental CSR campaign managers should first formalize the company's environmental responsiveness by clearly establishing policies and practicing CSR performance that could result in a strong CSR association before asking their target publics to engage in pro-environmental activities.

Keywords

Citation

Kim, Y. and Chon, M.-G. (2022), "Exploring effects of message framing on supportive behaviors toward environmental corporate social responsibility", Corporate Communications: An International Journal, Vol. 27 No. 4, pp. 760-780. https://doi.org/10.1108/CCIJ-01-2022-0003

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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