From eco-anxiety to action: unraveling the dynamics of message framing, emotions and attitudes on purchase intention

Abstract

With the rise of the global environmental crisis, many organizations are shifting towards sustainability, focusing on impacting consumer choices through advertising messages. Two experimental studies (n1 = 100; n2 = 110) were conducted to test how gain versus loss advertising message frames can impact purchase intention, in the context of reusable packaging. The studies examined the role of eco-anxiety, hope, guilt, pride and attitude towards the brand as mediating and moderating factors. The results showed that message framing only impacted purchase intention via the mediation of attitude towards brand, moderated by eco-anxiety.