Consumers’ Pro-Environmental Behaviors: the Role of Framing and Emotions

Cesare Amatulli, LUISS Guido Carli University, Italy
Alessandro M. Peluso, University of Salento, Italy
Matteo De Angelis, LUISS Guido Carli University, Italy
Richard P. Bagozzi, University of Michigan, USA
Isabella Soscia, SKEMA Business School, France
Gianluigi Guido, University of Salento, Italy
Sustainability is a central issue for people’s well-being, but companies often fail in communicating and selling “green” products. This paper shows that using negative frames in communications activates a sense of shame in consumers, which in turn leads them to choose green products and develop pro-environmental attitudes.
[ to cite ]:
Cesare Amatulli, Alessandro M. Peluso, Matteo De Angelis, Richard P. Bagozzi, Isabella Soscia, and Gianluigi Guido (2015) ,"Consumers’ Pro-Environmental Behaviors: the Role of Framing and Emotions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 449-450.