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How environmental gain messages affect cause involvement, attitude and behavioural intentions: the moderating effects of CSR scepticism and biospheric values

2022-05Journal article Restricted access
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dc.contributor.authorStadlthanner, Katja Anna
dc.contributor.authorAndreu, Luisa
dc.contributor.authorFont, Xavier
dc.contributor.authorRibeiro, Manuel Alector
dc.contributor.authorCurrás-Pérez, Rafael
dc.date.accessioned2022-10-28T13:43:27Z
dc.date.available2022-10-28T13:43:27Z
dc.date.issued2022-05
dc.description.abstractPurpose This study examines the direct effect of outcome message frames (gain vs loss) on cause involvement and the moderating roles of consumers' corporate social responsibility (CSR) scepticism and biospheric values. Furthermore, the authors analyse (1) the effects of gain-framed messages on consumer attitudes towards an environmental cause (i.e. the use of reusable coffee cups) and towards the company promoting the cause (a coffee shop chain); (2) how consumer attitudes towards the cause affect their attitudes towards the company; and (3) how consumer attitudes towards both the cause and the company affect their behavioural intentions towards both the cause and the company. Design/methodology/approach Using a 2 x 1 scenario-based, experimental design with a gain vs loss stimuli, Study 1 (n = 466) examines the moderating effects of CSR scepticism and biospheric values on the relationship between message framing and consumer cause involvement. Using gain-framed stimuli, Study 2 (n = 958) analyses the effects of cause involvement variations on attitudes and behaviours, through structural equation modelling. Findings Gain-framed messages are more effective than loss-framed messages at increasing cause involvement in consumers. Both CSR scepticism and biospheric values moderate the relationship between gain-framed messages and cause involvement. Cause involvement enhances consumer attitudes towards both the cause and the company promoting it, while company attitudes towards a cause positively influence consumers' behavioural intentions. Originality/value This study recommends that environmental CSR advertising managers should use gain-framed messages to positively influence consumer cause involvement.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.doi10.1108/CCIJ-11-2021-0125pt_PT
dc.identifier.eissn1758-6046
dc.identifier.urihttp://hdl.handle.net/10400.1/18465
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.subjectCause involvementpt_PT
dc.subjectMessage framingpt_PT
dc.subjectEnvironmental communicationpt_PT
dc.subjectCSR scepticismpt_PT
dc.subjectBiospheric valuespt_PT
dc.titleHow environmental gain messages affect cause involvement, attitude and behavioural intentions: the moderating effects of CSR scepticism and biospheric valuespt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage799pt_PT
oaire.citation.issue4pt_PT
oaire.citation.startPage781pt_PT
oaire.citation.titleCorporate Communications: An International Journalpt_PT
oaire.citation.volume27pt_PT
person.familyNameRibeiro
person.givenNameManuel Alector
person.identifier.ciencia-idCF11-F2D2-F55D
person.identifier.orcid0000-0003-4484-1082
person.identifier.scopus-author-id55892314700
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication23cab0d9-061a-49bc-83e1-cd05116c8ba7
relation.isAuthorOfPublication.latestForDiscovery23cab0d9-061a-49bc-83e1-cd05116c8ba7

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