The impact of gain- and loss-framed messages on plastic bottle and can recycling intentions and attitudes: the role of environmental self-identity and motivation types

BACKGROUND: Recycling plastic bottles and cans is crucial for environmental sustainability, but motivating individuals to engage in this behavior remains a challenge. Previous research highlights that gain- or loss-framed messages can influence pro-environmental behaviors, but this effect may depend on factors like environmental self-identity and motivation type. OBJECTIVES: This study examined the impact of environmental and monetary gain- or loss-framed messages on recycling intentions and attitudes, focusing on the roles of environmental self-identity, intrinsic motivation, and extrinsic motivation. METHODS: An experimental design with 202 participants (53% male, average age 29.5) randomly assigned them to one of four message frames. Data was gathered via an online survey and analyzed using regression and interaction effects. RESULTS: Message framing did not significantly affect recycling intentions or attitudes. Environmental self-identity predicted positive recycling attitudes but did not interact with message framing. Obligation-based intrinsic motivation was a strong predictor of positive recycling attitudes. Extrinsic motivation did not significantly enhance responses to monetary framing. CONCLUSION: Message framing alone does not significantly influence recycling intentions or attitudes. Future efforts to promote recycling should focus on enhancing personal commitment to environmental behaviors over relying on framing strategies.