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.
Consumers’ Pro-Environmental Behaviors: The Role of Framing and Emotions
Amatulli C.;Peluso A. M.;Guido G.
2015-01-01
Abstract
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.File in questo prodotto:
Non ci sono file associati a questo prodotto.
I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
