“Go Green” For Now Or Future? the Effect of Message Framing, Construal Level, and Environmental Concern

Hua Chang, Philadelphia University, USA
Lingling Zhang, Towson University, USA
Guang-Xin Xie, University of Massachusetts Boston, USA
Building on message framing and construal level theory, this research finds, from two studies, that the congruency between message framing (i.e. gain/loss) and construal level (i.e. now/future) increases message effectiveness in green advertising. Furthermore, salience of the congruency effect varies in line with the level of consumer environmental concern.
[ to cite ]:
Hua Chang, Lingling Zhang, and Guang-Xin Xie (2014) ,"“Go Green” For Now Or Future? the Effect of Message Framing, Construal Level, and Environmental Concern", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 776-776.