Search results
1 – 10 of over 49000Natália Rohenkohl do Canto, Klaus G. Grunert and Marcia Dutra de Barcellos
Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the…
Abstract
Purpose
Preserving the environment is fundamental to the planet’s long-term sustainability, but attempts to promote pro-environmental behaviours often do not take into account the motivational determinants of such behaviours. This study aims to present and critically evaluate the theoretical and empirical basis of goal-framing theory, which asserts that pro-environmental behaviours might stem from conflicting goals. This study compares the theory to other approaches used to explain pro-environmental behaviour, reviews the empirical evidence for it and comes up with suggestions for future research.
Design/methodology/approach
This study compares the theory with other popular theories to explain pro-environmental behaviour and behaviour change and systematically review 25 empirical research studies that adopt the goal-framing theory.
Findings
Most studies rely on survey data, focus on Europe and gather self-reported behaviours or hypothetical responses. Furthermore, many studies of goal frames neglect key situational factors. Thus, the directions for further research outlined herein emphasise the need for more experimental studies of real behaviours, with consideration of situational factors, using methods that can explicate unconscious processes too. Overall, goal-framing theory provides a promising approach for analysing pro-environmental behaviours, in that it explicitly deals with goal conflicts, takes situational factors into account and encompasses conscious and unconscious processes. The authors conclude that the theory can form a useful basis for the design of social marketing behavioural interventions to promote pro-environmental behaviours.
Originality/value
To the best of the authors’ knowledge, as the first systematic review of empirical applications of goal-framing theory, this study provides refinement and validation. By also offering propositions and a research agenda, the authors hope to inspire researchers in social marketing to address the remaining gaps and refine the theory even further.
Details
Keywords
Xi Yu Leung, Xingyu Wang, Jamie Alexander Levitt and Lu Lu
This study aims to explore an emerging phenomenon – gourmet meal kits delivered to out-of-towners from iconic local restaurants. This study explores the interplay of goal framing…
Abstract
Purpose
This study aims to explore an emerging phenomenon – gourmet meal kits delivered to out-of-towners from iconic local restaurants. This study explores the interplay of goal framing and basic needs and their effects on customer intentions. This study also examines the underlying mechanism of experience cocreation and the moderating effect of food involvement.
Design/methodology/approach
This study develops a framework that combines the self-determination theory (SDT) and customer experience cocreation. Two online experimental studies involving 478 US consumers were conducted to examine the underlying mechanism of customers’ decision-making on purchasing gourmet meal kits (Study 1) and visiting destination restaurants after receiving the meal kit (Study 2).
Findings
Intrinsic goal-framing leads to stronger intentions to purchase gourmet meal kits and to visit destination restaurants that sell meal kits. In contrast, extrinsic goal-framing enhances the positive influence of perceived relatedness and competence on behavioral intentions. The effects of goal framing and basic needs on behavioral intentions are moderated by food involvement and mediated by experience cocreation to varying degrees.
Originality/value
To the best of the authors’ knowledge, this study is among the first to empirically examine an emerging business model – delivering restaurants’ food experiences to out-of-towners. The study also expands the application of the SDT by incorporating customer cocreation as the underlying mechanism.
Details
Keywords
Yixuan Niu and Baolong Ma
This research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new…
Abstract
Purpose
This research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.
Design/methodology/approach
Employing a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.
Findings
The investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.
Originality/value
This study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.
Details
Keywords
Emma Shaozhen Florence, David Fleischman, Rory Mulcahy and Monte Wynder
The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally…
Abstract
Purpose
The purpose of this research is to provide a systematic review of the literature relating to message framing and its effectiveness in persuading consumers to adopt environmentally sustainable behaviour, which is a form of pro-social behaviour. Specifically, this paper focuses on three types of message framing: positive–negative, self–other and abstract–concrete.
Design/methodology/approach
This paper reports on a systematic review guided by the Preferred Reporting Items for Systematic Reviews and Meta-Analyses framework identifying 108 articles published relating to message framing and environmental sustainability between 2005 and 2020. Descriptive analysis of the data was undertaken in combination with a thematic approach.
Findings
The results demonstrate that single frames do not reliably increase sustainable consumer behaviour. Instead, the use of two message frames is more consistently effective. However, there is some disparity in relation to the combined effects of two message frames. The research also identifies that the use of three combined message frames is underexplored in the existing literature.
Research limitations/implications
Social marketing and consumer psychology researchers have explored many types of message framing. This study focuses on three common types. Also, the review is limited to valence framing. The authors recognise that visual aspects of message frames also determine the effectiveness of messaging. Another limitation is that only empirical studies published between 2005 and 2020 were reviewed.
Originality/value
Past review papers related to the impact of messaging on sustainable consumer behaviour either focus on one type of message framing, such as the positive–negative frame, or did not categorise message framing into different types. The current review focuses on three types of message framing that have been examined separately and in combination in the literature. Based on the findings, this study proposes a synthesised theoretical framework for future research.
Details
Keywords
Naz Onel and Avinandan Mukherjee
The potential underlying causal factors of environmental behaviours have been examined from various theoretical angles by mostly focusing on individual motivations in the…
Abstract
Purpose
The potential underlying causal factors of environmental behaviours have been examined from various theoretical angles by mostly focusing on individual motivations in the literature. The purpose of this paper is to develop a conceptual model based on an integrative approach to better understand eco-sensitive consumer behaviours and their predictors.
Design/methodology/approach
The paper reviews distinct theoretical approaches and, based on the integrative perspective, develops a model using the framework of the goal framing theory (GFT).
Findings
On the basis of the GFT, the authors propose that 12 variables influence the pro-environmental behaviours of consumers: biospheric values, egoistic values, altruistic values, environmental concern, awareness of consequences, ascription of responsibility, subjective norms, attitudes towards behaviour, perceived behavioural control, personal norms, affect, and behavioural intention. Furthermore, the authors categorize environmental behaviours based on three different stages of the consumption process of consumers: purchase, usage, and post-use.
Originality/value
The proposed model will offer future studies a holistic understanding of the factors that predict environmentally sensitive behaviours of consumers and the extent to which such behaviours depend on moral considerations, feelings, or self-interest motives.
Details
Keywords
Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental…
Abstract
Purpose
Drawing on goal framing theory, this study aims to investigate consumer values and perceived readiness to engage in secondhand luxury consumption, a form of pro-environmental behavior.
Design/methodology/approach
An integrative conceptual model is proposed based on goal- framing theory to gauge the role of various goals driving Gen Z’s secondhand luxury purchase. Cross-sectional data were collected from 246 Indian secondhand luxury shoppers and analyzed using structural equation modeling and PROCESS Macro.
Findings
Results demonstrated that both egoistic and altruistic value frames drive secondhand luxury purchase intention through attitude and subjective norms (SNs), respectively. Interestingly, attitude significantly leads to consumer perceived readiness, but readiness does not directly affect purchase intention. Further, risk perceptions moderate the effect of readiness and SNs.
Originality/value
Academic literature lacks empirical evidence on secondhand luxury as a form of pro-environmental behavior and Gen Z argued to be the most influential generation driving this market has not been investigated so far. Through an emerging economy context, this study contributes important implications for luxury brands entering the secondhand market, secondhand retailers and scholars about what motivates young consumers and drives purchase decisions while engaging with an otherwise stigmatized market.
Details
Keywords
Behavioral strategy aspires to build theories that are behaviorally plausible. However, the diversity of human behaviors can make it challenging to know what behavioral…
Abstract
Behavioral strategy aspires to build theories that are behaviorally plausible. However, the diversity of human behaviors can make it challenging to know what behavioral assumptions to use when building theories about organizations and their strategies. Fortunately, organizational contexts are, to varying degrees, designed. This introduces a powerful set of levers – sorting, framing, and structuring – that reduce this diversity of behavioral possibilities to a tractable yet plausible few. Attention to the organizational contexts that shape individual and group behavior can, therefore, help behavioral strategists attain their objectives of building theories with sound behavioral foundations.
Details
Keywords
Tasmeem Chowdhury Bonhi, Rashed Al Karim, Shazia Sharmin, Nusrat Jahan and Faria Chowdhury
This study aims to examine the associations between the three goals (hedonic, gain and normative) and university students’ proenvironmental behavior. After that, the authors…
Abstract
Purpose
This study aims to examine the associations between the three goals (hedonic, gain and normative) and university students’ proenvironmental behavior. After that, the authors investigate how environmental knowledge acts as a mediator between three goals (hedonic, gain and normative) and proenvironmental behavior.
Design/methodology/approach
The study used the quantitative approach adopting the goal framing theory (GFT) as the theoretical framework, for analyzing behavior of university students toward environment including both undergraduate and postgraduate levels. The data was gathered through the distribution of a structured questionnaire to private universities in Chattogram and structural equation modeling was used to analyze the data.
Findings
Hedonic and gain goals have positive effects on students’ proenvironmental behavior while the normative goal has insignificant association. In addition, all the three goals are significantly linked with students’ environmental knowledge. Besides, environmental knowledge significantly mediates the association between three goals and proenvironmental behavior.
Practical implications
The findings can provide valuable insights for integrating sustainability and environmental education into the formulation and planning of curricular and extra-curricular activities, with an emphasis on students’ intrinsic motivation.
Originality/value
The mediating role of environmental knowledge between three goals and proenvironmental behavior is the unique contribution of this study.
Details
Keywords
Arpita Chakraborty, Manvendra Pratap Singh and Mousumi Roy
The purpose of this paper is to examine the role of university in shaping pro-environmental behaviour in students.
Abstract
Purpose
The purpose of this paper is to examine the role of university in shaping pro-environmental behaviour in students.
Design/methodology/approach
The paper used goal-framing theory to investigate the relationship between goals and pro-environmental behaviour by comparing the responses of entry- and exit-level students. Structural equation modeling, one-way analysis of variance and other standard statistical analysis have been used to analyse the data collected through questionnaire survey in a central university offering technical education in India.
Findings
Pro-environmental intention in students increases with a strong normative goal. The direct and indirect effects indicate hedonic goal and gain goal via normative goal leads to better pro-environmental behaviour. Higher values for normative goal in exit-level students substantiates the role of university.
Practical implications
The paper provides scope to improvise and incorporate environmental practices into the habits of the students by aligning their goals and university dimensions including curriculum, campus operations, research and outreach activities.
Originality/value
The results make an important contribution in establishing a sustained green culture by offering a new university paradigm.
Details
Keywords
Pilar Arroyo and Lorena Carrete
The purpose of this paper is to propose and empirically test a model where different motivational drivers are used to stimulate the intention of individuals to purchase green…
Abstract
Purpose
The purpose of this paper is to propose and empirically test a model where different motivational drivers are used to stimulate the intention of individuals to purchase green energy.
Design/methodology/approach
The goal-framing theory was used as the theoretical basis to design motivational statements that activate different self-goals driving the intention to adopt green energy. A field experiment was performed to investigate the influence of three different goal triggers on the intention of purchase green energy, specifically solar systems, among households living in a major city located in the central part of Mexico. The effect of demographics, environmental consciousness and perceived risk associated to the technology functionality was also considered in explaining the probability of purchase of a photovoltaic system in a short (one year) and medium (five years) terms.
Findings
The goal trigger grounded on normative motivations is the most influential on the probability of adoption of a photovoltaic system. However, the socioeconomic level of the household moderates the effect this type of goal trigger has on the intention of purchase a photovoltaic system. Individuals with a high socioeconomic level significantly increase their intention of purchase this green technology if motivated by a normative goal. On the contrary, individuals with a medium socioeconomic level are mostly motivated by goal triggers grounded on economic benefits.
Research limitations/implications
This study was circumscribed to a particular city of Mexico. Replication of the experiment in cities of other developing countries with contrasting sociotechnical contexts and the consideration of other green behaviours and explanatory variables is relevant to confirm and complement the results of this research.
Practical implications
The cost of photovoltaic systems represents a major barrier to the growth of the Mexican market of this renewable energy. Therefore, the promotion strategy for solar energy must be accompanied by the design of appropriate motivational drivers depending on the socioeconomic level of the segment and the time for the investment. Additionally, public and private strategies to decrease the cost of the technology and financing programs for individual and community projects are recommended.
Social implications
The willingness to use green energy and contribute to the protection of the environment should spring from within consumers. To upscale the solar energy market, it is relevant to understand the dominant goals of individuals when taking the decision to purchase green energy.
Originality/value
This study contributes to the extant research in green marketing by proposing and testing a new interpretative framework to examine how the benefits of green energy activate the self-goals of consumers, thus influencing their intentions of adoption of green energy. A theoretical model is proposed by constructing “goal-triggers” grounded on the goal-framing theory and empirically testing in the specific case of explaining the intention of purchasing photovoltaic systems in Mexico.
Details