THE EFFECTS OF MESSAGE FRAMING AND NATURE IMAGERY ON ENVIRONMENTALLY FRIENDLY PURCHASE INTENTIONS

THE EFFECTS OF MESSAGE

FRAMING AND NATURE IMAGERY

ON ENVIRONMENTALLY FRIENDLY

PURCHASE INTENTIONS

TABLE OF CONTENTS

- How does this research help tackling this problem?

- Conceptual model - Materials - Method - Data analysis - Hypotheses - Further analysis

- Conclusion and discussion

HOW DOES

THIS

RESEARCH

HELP

TACKLING

THIS

PROBLEM?

•

2 important aspects: Message and Image

•

Powerful tool for green marketing to

persuade consumers to act more

environmentally responsible is the use of

green communication

•

Sending the ‘right message’ can persuade a

consumer

•

Message framing helps to develop the ‘right

message’

HOW DOES

THIS

RESEARCH

HELP

TACKLING

THIS

PROBLEM?

• Not only written messages to influence consumers, imagery is also important

• Used as tool for eliciting emotions, turning abstract ideas to real and credible product benefits, implanting ideas and suggestions

• In green advertisements, advertisers use nature imagery to promote purchases

• Nature imagery → positive emotional response → positive attitude towards the ad & brand

HOW DOES

THIS

RESEARCH

HELP

TACKLING

THIS

PROBLEM?

-

There are also boundary conditions for

message framing : congruency effect

-

Incongruency is likely to undermine the

message processing capacities

MATERIALS

- Image based pre-test (Hartmann and Apaoloza-Ibáñez, 2013)

- Perceived background of the advertisement as

pleasant, product fits with the background, message in the fitted with the background (Congruency)

- Message based on the study of Segev, Fernandes, and Wang (2015)

- The product was a low cost, non-durable product,

laundry detergent

- Minimize the involvement of the consumers

METHOD

2 (gain-framed vs loss-framed) x2 (nature imagery vs neutral imagery) design

Survey was in Dutch, to prevent that data goes lost in translation

DATA

ANALYSIS

Factor analysis

Reliability analysis

Manipulation check: t-test, succesfull

Hypothesis: Two-way ANOVA

RESULTS HYPOTHESIS 3

Interacion message framing and imagery

Frame conditions

Mean scores purchase intention per condition

FURTHER

VALIDATION

OF

FINDINGS

- Attitudes lead to intentions

- Lot of research used attitudes instead of purchase intention

- Pearson correlation test showed a medium-strong

correlation between purchase intention and attitude towards the ad and a medium to strong correlation between intention and attitude towards the brand

- Hypothesis 2 was supported for attitude towards the

advertisement and brand

- ANCOVA revealed that three hypotheses were still

CONCLUSION AND DISCUSSION

- - Risks are regarded as more relevant when they directly affect person vs more social distant gains/losses

- - The consumer does not perceive the risks (or the gains and losses) directly

- H2 was rejected:

- - The neutral image was also a green colored image.

- - Green could unconsciously have been linked to nature by the participants → Neutral perceived the same benefits as the participants in nature condition

- H3 was rejected:

- - People might not regard a landscape as something positive (e.g., gain) because they do not perceive this gain (e.g., preservation of natural resources because of environmentally friendly purchases)

directly

LIMITATIONS AND FUTURE RESEARCH

- 1.Only checked the effect of 1 nature image. Pre-test: most pleasant, best-fitted picture

- - This might not have been the best way to pick the image, other types of ‘congruency’ to change intentions effectively

- - A natural image including a lot of water elements more suitable because the more strongly linked to water than to nature

LIMITATIONS AND FUTURE RESEARCH

- 2. Neutral image in the advertisement was a green colored image

- -The color green already associated with nature and environmentally friendly products

- - Association of color green with the environmentally friendly products, and nature would be enough to perceive the same benefits as the participants in the nature image condition

- -Future research: using a neutral image in a color that is not already associated with nature and pro-environmentally friendly products and nature imagery

- 3. Only checked for one type of product.