Framing Interacts With Political Affiliation to Predict Environmentally-Relevant Purchase Preferences

719 Americans chose between pairs of options in different product categories. One option offered a product at some price; the other offered the same product at a higher price that paid for reduction in carbon emissions, which was called either a carbon tax or a carbon offset. 52% of participants given the offset frame, but only 39% in the tax frame preferred the more costly product. Furthermore, frame interacted with participants' political affiliation. Democrats' choices did not differ between frames, while roughly twice as many Republicans preferred the more costly product in the offset frame than in the tax frame.

Citation:

David Hardisty, Eric Johnson, and Elke Weber (2009) ,"Framing Interacts With Political Affiliation to Predict Environmentally-Relevant Purchase Preferences", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 379-380.