Consumer Willingness to Pay for Sustainable Products

IF 3 3区社会学 Q1 COMMUNICATION

Environmental Communication-A Journal of Nature and Culture Pub Date : 2022-11-17 DOI:10.1080/17524032.2022.2152847

Prerna Shah, J. Yang

引用次数: 0

Abstract

ABSTRACT This study examines consumer willingness to pay (WTP) for sustainable products based on message framing. Results indicate that message frame and construal level influence WTP through cost–benefit perceptions. Eco-friendly frames are associated with higher perceived benefits and instill in participants a sense of hope. Abstract frames, on the other hand, are associated with higher perceived costs and induce anger and sadness among participants. This research has important practical implications for communication and marketing professionals who use strategic messaging to influence purchasing behaviors.

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消费者购买可持续产品的意愿

摘要本研究考察了基于信息框架的消费者对可持续产品的支付意愿。结果表明，信息框架和解释水平通过成本-收益感知影响WTP。环保框架与更高的感知利益相关，并向参与者灌输希望感。另一方面，抽象框架与更高的感知成本相关，并引起参与者的愤怒和悲伤。本研究对使用战略信息影响购买行为的传播和营销专业人员具有重要的实际意义。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Environmental Communication-A Journal of Nature and Culture Multiple-

CiteScore

6.30

自引率

7.40%

发文量

期刊介绍： Environmental Communication is an international, peer-reviewed forum for multidisciplinary research and analysis assessing the many intersections among communication, media, society, and environmental issues. These include but are not limited to debates over climate change, natural resources, sustainability, conservation, wildlife, ecosystems, water, environmental health, food and agriculture, energy, and emerging technologies. Submissions should contribute to our understanding of scientific controversies, political developments, policy solutions, institutional change, cultural trends, media portrayals, public opinion and participation, and/or professional decisions. Articles often seek to bridge gaps between theory and practice, and are written in a style that is broadly accessible and engaging.