University of Twente Student Theses
A new formula for sustainable clothing consumption : The effects of regulatory focus framing and guilt appeals on intention to reduce clothing consumption
Schutter, Mirthe (2020) A new formula for sustainable clothing consumption : The effects of regulatory focus framing and guilt appeals on intention to reduce clothing consumption.
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| Abstract: | Due to the severe environmental impact of the clothing industry, a reduction in clothing consumption is vital. Social marketing can induce behavioural change, and uncovering strategies that enhance their effectiveness is required. A strategy to enhance social marketing advertisements is regulatory focus framing, meaning that a message can either appeal to promoting gains or to preventing losses. Another common strategy is a guilt-appeal, which can increase persuasion by targeting people’s emotions. Yet little is known about their effects in the context of reducing clothing consumption. As such, this study aims at approaching this research gap by addressing to what extent regulatory focus framing and guilt appeals can affect intention to reduce clothing consumption. For the purpose of this study, a 2x2 between-subjects (n =161) experimental design (promotion vs. prevention frame; guilt appeal vs. no guilt appeal) was conducted online. The findings of this study imply that a guilt appeal increases feelings of guilt, and indirectly increases intention. The results of this study do not uncover main effects for regulatory focus framing. Additionally, this study allows drawing implications for social marketing campaigns aimed at reducing consumption. The findings emphasize the potential of guilt-appeals and highlight the importance of raising environmental awareness. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/81606 |
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