Effect of goal-framing on attitude towards environmental advertisements.

Abstract

The objective of this study was to explore how environmental claim type and message goal-framing may affect consumer attitude towards environmental advertisements. Following a literature review of existing research on environmental claim type and goal framing, six hypotheses were proposed. A 2x2 factorial research that involved four treatment groups of test advertisements was conducted. Systematic sampling was adopted in the collection of 252 subject responses from undergraduates in Nanyang Technological University (NTU). Statistical findings showed that environmental claim type and goal-framing had a significant interaction effect on respondents‟ attitude towards environmental advertisement. Furthermore, an environmental advertisement using an image-claim and negative-framing was found to generate the most positive attitude. The concluding chapter discussed the managerial implications of this research. In the face of increasing scepticism and distrust for green advertisements and products, marketers must pay more attention to the development of environmental advertisements. Using environmental claim and message framing appropriately can help to improve consumers‟ attitude towards environmental advertisements.