Ảnh hưởng của hiệu ứng đóng khung thông điệp đến hành vi tiêu dùng mỹ phẩm xanh
INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020
ICYREB 2020
THE EFFECT OF MESSAGE FRAMING
ON GREEN COSMETICS CONSUMPTION
ẢNH HƯỞNG CỦA HIỆU ỨNG ĐÓNG KHUNG THÔNG ĐIỆP
ĐẾN HÀNH VI TIÊU DÙNG MỸ PHẨM XANH
MA, Nguyen Thi Phuong Linh; Le Minh Hanh; Huynh Yen Nhi
Bui Thi Thanh Thao; Pham Le Doan Thuy; Nguyen Ngoc Tram
University of Economics and Law – Vietnam National University - HCM
Abstracts
These days, the increasing demand of customers for green products requires businesses
across various sectors, including cosmetics companies, to implement green product
communications that can activate customers’pro-environmental behaviors. However, companies
are still struggling to develop effective communication strategies to help customers involve in
environmentally friendly actions. To resolve this problem, we explored the crucial role of positive
and negative message framing in boosting green cosmetic products. Our research concentrates
on examining the impact of message framing on pro-environmental behaviors through the
mediator role of warm glow feeling in the context of the cosmetics industry. By conducting a
study based on experimental design, we found that negatively framed messages are more
persuasive than positively framed ones in fostering consumers to participate in pro-environmental
behaviors. Furthermore, we also present the theoretical and managerial implications as well as
limitations and some directions for future research in the last parts.
Keywords: Communication, Green cosmetics consumption, Negative message framing,
Positive emotions, Pro-environmental behavior, Warm-glow feeling
Tóm tắt
Ngày nay, nhu cầu ngày càng tăng của khách hàng đối với các sản phẩm xanh đòi hỏi các
doanh nghiệp thuộc nhiều lĩnh vực khác nhau bao gồm các công ty mỹ phẩm phải thực hiện các
chiến dịch truyền thông cho sản phẩm để có thể kích thích hành vi ủng hộ môi trường và mua
hàng của khách hàng. Tuy nhiên, các công ty này vẫn đang gặp khó khăn trong việc tìm ra và
phát triển chiến lược truyền thông hiệu quả giúp khách hàng tham gia các hành vi thân thiện với
môi trường. Để giải quyết vấn đề này, chúng tôi khám phá vai trò của đóng khung thông điệp
tích cực và tiêu cực trong việc thúc đẩy các sản phẩm mỹ phẩm xanh. Nghiên cứu của chúng tôi
tập trung vào kiểm tra tác động của đóng khung thông điệp đối với các hành vi ủng hộ môi trường
qua vai trò trung gian của “sự tự thỏa mãn” trong bối cảnh ngành công nghiệp mỹ phẩm. Bằng
cách tiến hành một nghiên cứu dựa trên thiết kế thực nghiệm, chúng tôi thấy rằng các thông điệp
đóng khung tiêu cực có sức thuyết phục hơn các thông điệp đóng khung tích cực trong việc thúc
đẩy người tiêu dùng tham gia các hành vi ủng hộ môi trường. Hơn nữa, chúng tôi cũng trình bày
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những đóng góp về mặt lý thuyết và quản lý cũng như những hạn chế và một số định hướng cho
nghiên cứu trong tương lai ở các phần cuối.
Từ khóa: Truyền thông, Tiêu dùng mỹ phẩm xanh, Khung thông điệp tiêu cực, Cảm xúc
tích cực, Hành vi ủng hộ môi trường, Sự tự thỏa mãn
1. Introduction
The cosmetics industry is a prosperous global business. Beyond the potentials this industry
has offered, it has been considered as one of the factors triggering the increasing level of
environmental pollution, especially the aquatic environment (Juliano & Magrini, 2017). In recent
years, these environmental problems have raised concern in customers for consuming green
products, which can help to reduce the negative impact on the ecosystem and achieve
sustainability (Bom, Ribeiro, Marto & Jorge, 2019). When the demand for using green products
increases, enterprises in various fields all over the world are increasingly catching up with the
consumers’ desire to go green. Also, companies have to adopt effective social marketing
campaigns to convince customers to choose their green products (Kalamas et al., 2014). The
social marketing campaigns implemented by companies may make consumers cease some
behaviors or engage in some new acts (Watson et al., n.d.).
In the cosmetics industry, companies are also concerned about finding persuasive
communication strategies that can activate customers’green consumption (Amberg & Fogarassy,
2019). According to Kalamas et al. (2014), communication strategies are still a big question for
many companies, including cosmetics ones. For that reason, there are various studies conducted
to research the relationship between firms’ communication and customers’ green consumption.
Previous researches figured out the more powerful impact of negative message frames than
positive message frames on the consumers’ pro-environmental behavior (H. Chang et al., 2015;
Olsen et al., 2014). Many researchers argued that the mechanisms behind this phenomenon are
emotional effects, especially negative emotions such as shame, guilt, fear (Boudewyns et al.,
2013; Perloff, 2010). Meanwhile, to the best of our knowledge, the way framing messages activate
pro-environmental behaviors through positive emotional effects has not received much
consideration. Moreover, no current research evaluates warm glow feeling as the mediator in the
correlation of message frames and green behaviors. Thus, our research focuses on measuring the
influence of framing messages on pro-environmental behaviors through the mediator - warm
glow feeling in the context of the cosmetics industry.
2. Literature review
2.1. Cosmetics industry and its impact on environments
Cosmetics are defined as the mixture of a range of ingredients that are used to care for the
body and face to remain or to enhance the appearance of the human (Okereke, Udebuani, Ezeji,
Obasi & Nnoli, 2011). Sustainability and cosmetics are two separate terms in many people’s
opinion. The impacts of cosmetics on the environment used to be underestimated. Bom et al.
(2019) showed that in the cosmetics life cycle, raw materials or ingredients take an important
part of sustainability for the reason that they have adverse effects directly on the ecosystem and
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human health. Supporting this point, according to Juliano, C., & Magrini, G. (2017), UV filter,
some preservatives (parabens, triclosan), and microplastics are common components in cosmetics
industries, which are considered to be directly involved in environmental pollution. Fonseca-
Santos, Corrêa,, and Chorilli (2015) showed that cosmetics product selection, packaging, and
manufacturing processes all have significant environmental influences. The huge consumption
of personal care products and their ingredients (PCPs) has raised the concern about their greater
frequency and persistence in the environment, mainly in the water compartment and aquatic
environment. They not only have immediate effects but also put the long-term detrimental hazards
on the environment.
And nowadays, there is an increasing concern about the cosmetic industry’s effects on the
ecosystem and this is in line with the trend of increasing environmental and health awareness
(Amberg & Magda, 2018). Natural and organic materials have been proved that they have the
potential to be applied into high-value consumer products on both economic and biological
aspects (Skjånes, Rebours & Lindblad., 2013; Mahesh & Fathima, 2019). Thanks to those,
consumers, as well as producers, tend to support more for green or natural cosmetics. They
consider that not only themselves but also people in the future generation will choose the products
that protect the state of the environment more and more (Amberg & Fogarassy, 2019).
2.2. Message framing
In promoting green products, communication plays a vital role in shaping consumers’
attitudes and behaviors (Olsen et al., 2014). Previous studies explored that the number of claims
used in a message and the kind of language can significantly influence communication
effectiveness (Olsen et al., 2014; Kronrod et al., 2012). Furthermore, recently, a wide range of
research about the way information presented has been devoted by scholars (Shiv et al., 1997;
Yang et al., 2015). According to Loroz (2007) and Fazio (2007), the framing of a claim or message
has supreme importance in impacting consumers’ responses.
Message framing refers to “highlighting certain aspects and making them more salient in
communication” (Entman, 1993). Correctly, many previous studies have shown that messages
can be framed in various ways, which involve either positively or negatively (Detweiler et al.,
1999; Rimer & Kreuter, 2006). This type of framing effect is goal framing that has become
popular in academic studies of communication efficacy (I. P. Levin et al., 1998). I. P. Levin et al.
(1998) and Meyerowitz & Chaiken (1987) defined negatively framed messages as those
emphasizing adverse outcomes of not undertaking a certain action, whereas positively framed
messages highlight the potential benefits of adopting a certain action. For example, message
frames about sunscreen can be presented concerning the benefits of using sunscreen (positive
frames) or about the risks of not using sunscreen (negative frames) (Spence & Pidgeon, 2010).
Furthermore, some extant researches on goal framing suggest that negative frames generally
tend to be more effective than positive ones in driving the behavior (Banks et al., 1995;
Meyerowitz & Chaiken, 1987; Schneider et al., 2001). Prior social marketing studies have also
investigated further evidence for the effectiveness of negatively framed messages in terms of
health-related behaviors. For instance, this notion has been supported by findings related to
mammography screening (Banks et al., 1995), HIV-testing (Kalichman & Coley, 1995), skin
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cancer examinations (Block & Keller, 1995), and breast self-examinations (Meyerowitz &
Chaiken, 1987).
In promoting pro-environmental behavior, Lord (1994) found that negative message frames
are more influential than positive message ones. Further to this, other findings also provide
support for this notion such as recycling behavior (Grazzini et al., 2018; Lord, 1994), energy
conservation (Obermiller, 1995), and organic food consumption (M.-C. Chang & Wu, 2015). In
line with previous research, a study by Van de Velde et al. (2010) has found that positively framed
messages emphasizing environmental benefits people can gain by consuming biofuels are less
persuasive than negative framed counterparts in affecting consumers’ purchase intentions to
biofuels.
Moreover, many studies have discovered the relative effect between valenced message
framing and emotional appeals on certain behaviors (Nabi et al., 2018; van ’t Riet et al., 2010).
Nabi (2003) revealed that when particular emotions are combined with precise ideas or events,
which can considerably impact on consumers’ cognitive information processing and response to
communication. More specifically, the study of Ghuge (2010) indicated that positive frames are
more persuasive than negative ones under the negative emotion while negative frames are more
effective than positive ones under the positive emotion in fostering the purchase intentions of
anti-alcohol addiction vaccine. Furthermore, emotional appeals have been considered as essential
factors impacting on environmental communication (Lu & Schuldt, 2015; Yang & Kahlor, 2013).
Following this point, according to Spence & Pidgeon (2010), the research has been demonstrated
that the negative frame may give rise to more fear than the positive frame in influencing climate
change attitudes.
In this study, our research concentrates on examining emotional appeals of message frames.
In particular, we investigate whether and how positive emotions are activated by message framing,
which leads to an impact on promoting the positive attitude and intention in using green
cosmetics.
2.3. The effects of emotions in marketing communication
People will urge to take actions such as responding to the emotions they encounter (Kühne
& Schemer, 2013). According to Carrus et al. (2008), human beings need mechanisms to help
them evolve and adapt to changing environments - the basic mechanism is emotion. Carrus et al.
(2008) also argue that these values for environmental support behaviors can be mediated by other
psychological factors that affect behavior in different ways. Many empirical studies analyzed the
effects of emotions on human behavior based on negative emotional valences or positive
emotional valences (Kreibig, 2010). In more detail, anger, anxiety, disgust, embarrassment, fear,
and sadness are negative emotions and affection, amusement, contentment, happiness, joy,
pleasure, pride and relief are positive emotions. These emotions have shown the effects to
encourage people to take behaviors, such as minimizing alcohol consumption (Lickel et al., 2011;
Rees et al., 2014; Kubacki et al., 2015; Russell & Griffiths, 2015).
There are many studies conducted on the effects of negative emotions on behaviors.
Brennan & Binney (2010) argued that psychological discomforts resulting in actions to respond
to emotions that they encounter, especially the negative ones (Amatulli et al., 2017; Kühne &
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Schemer, 2013). Therefore, social communication campaigns often take advantage of negative
emotions to attract people to implement responsible actions, such as responsible drinking and
driving, HIV/AIDS campaigns, fire preventions, recycling, and using public transport (Carrus et
al., 2008; Brennan & Binney, 2010; Amatulli et al., 2019). Moreover, Chawla (1998, 1999)
advocates that emotions can trigger environmental protection actions, which is especially true if
those emotions can evoke human feelings for nature.
Besides the negative emotions that affect behavior, it still has studies on the effects of the
positive ones. Brennan & Binney (2010) argues positive emotions, such as humor, are better in
encouraging people to receive and spread the messages, especially encouraging people to take
voluntary actions. Consistent with the broaden-and-build theory (Fredrickson, 2000), people will
tend to be more involved in environmental activities when they feel positive. In addition, the
daily positive effect can have many influences on daily pro-environmental behavior (Bissing-
Olson et al., 2013). In another aspect, Tugade et al. (2004) suggested that positive emotions play
a vital role in boosting in dealing with specific negative aspects. Furthermore, Meyerowitz &
Chaiken (1987) also emphasized the relationship between positive emotion and message framings,
which positively framed messages, may highlight the potential benefits of adopting a certain
action, in particular, it is shown through positive emotions that have a strong impact on consumer
behavior. Even though the positive emotions have been studied on its effects toward behavior, it
omits the relationship between the positive effects and green cosmetics consumption behavior.
Therefore, it is worth researching the effects of positive emotions in encouraging people to take
actions in promoting green cosmetics products.
2.4. Warm-glow feeling
The term “warm-glow” represents positive feelings which are considered the emotional
reward deriving from doing goods (Andreoni, 1990). “Warm glow” was first introduced by Isen
(1970) as an emotion that people experience when they “feel good themselves”. This research
found the warm glow has a likelihood of indulging prosocial actions. In 1972, Isen and Levin
carried out two experiments called “cookies and kindness” to demonstrate the notion that “feeling
good leads to helping” (Isen & Levin, 1972). Further theory about warm glow was developed by
Andreoni (1990). He proposed that the driver of people’s charitable behavior such as donations
originated from their benefit called “warm glow giving” rather than their desire to contribute to
the public goods.
Later there have been many empirical studies about the role of warm-glow in the
environmental aspect. Clark et al. (2003) figured out among emotional factors, warm-glow is
one of the important causal factors leading to pro-environmental behaviors. The study of Sangroya
& Nayak (2017) has shown the effect of warm-glow that encourages people to take pro-
environmental behaviors due to the satisfaction of their contribution. Hartmann et al. (2017) have
found that the warm-glow effect is not only antecedent driving people to take pro-environmental
behavior, but also is the reason for people to continue to take these future actions. Warm-glow
feeling strongly motivates people to take action, such as taking climate change reduction actions,
accepting tax on carbon emission, and saving electricity (Hartmann et al., 2017; Lilley & Slonim,
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2014). From the previous studies, it can be referred to as a positive relation between warm glow
feeling and pro-environmental behavior.
2.5. Pro-environmental behaviors
Pro-environmental behaviors are defined as activities that may have positive effects on the
sustainability of the environment (Ones et al., 2015). In other words, they are the actions people
take to minimize the detrimental influences on the ecosystem (Kollmuss & Agyeman, 2002). In
prior researches, it can be seen that behaviors related to environment protection are motivated
by a wide range of dimensions. The features of demography and concerns about environmental
issues are considered drivers of pro-environmental behaviors (Ones et al., 2015). Kollmuss &
Agyeman (2002) supported the notion that emotional reactions are in direct ratio to the likelihood
of engaging in eco-friendly behaviors. The research of Ones et al. (2015) mentioned the causal
relation of environmental values and attitudes with environmental protection behaviors.
Furthermore, pro-environmental behaviors have also been studied to apply in various fields
such as tourism and organic food. In particular, Mair & Laing (2013) explored a new useful
method associated with the Transtheoretical Model to contribute to social marketing and
advertising activities in some exhibitions to raise awareness of green travel behavior. Besides,
according to Chang & Wu (2015), the organic food industry should create message framing
related to environmental consequences, which can promote pro-environmental behaviors. There
are different examples related to environmental protection behaviors such as reducing the amount
of energy and emission in the manufacturing industry, avoiding poisonous substances, minimizing
waste, as well as, applying to recycle for reusable items. To the views of Amatulli et al. (2017),
the donation is also considered as a useful way to facilitate people to take part in the pro-
environmental actions. From that point, in this research, pro-environmental behaviors are
measured through donations.
2.6. Research gap and proposed hypothesis
Prior studies focus on the way to frame the message to promote the consumers’ attitude
and behavior in particular contexts and many suggested that negative messages could have more
influence in changing customer’s behavior than positive ones (Banks et al., 1995; Schneider et
al., 2001; Lord, 1994;Van de Velde et al., 2010). However, the relationship between the emotional
mechanism and message framing valence in which communicates with the consumers about the
pro-environmental attribute of the products still remains a new idea (Amatulli et al., 2017; K.
Peattie, 2010). According to Amatulli et al. (2017), the effects of message framing on pro-
environmental behavior are explored through mediation variables which are negative emotions.
Specifically, in that research, shame and guilt are considered as negative emotions in motivating
the relationship between message framing and pro-environmental behaviors.
Although the research of Amatulli et al. (2017) investigated the mediating role of the
emotional effects in this correlation, it only focused on analyzing negative emotional appeals
while positive emotions were not mentioned in this research. Thus, in this study we focus on
investigating the relationship of message framing and positive feeling, more particularly in warm-
glow feeling.
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There are several previous studies which proved the positive relationship between warm
glow and the pro-environmental behaviors (Clark et al., 2003; Lilley & Slonim, 2014; Sangroya
& Nayak, 2017; Hartmann et al., 2017) . The warm glow feeling is also demonstrated to be the
antecedent driver of pro-environmental behaviors in the study of Hartmann et al. (2017) and
Sangroya & Nayak (2017). Furthermore, to the best of our knowledge, no research has addressed
warm-glow feeling as the mediator for the impact of message framing on pro-environmental
behaviors. From these research gaps, in this research, our team focuses on researching the
mediation role of warm-glow feeling to the relationship between framing messages and pro-
environmental behaviors in purchasing green cosmetic products. The hypothesis we propose in
this research is:
H1: Negative message frames are more likely to drive customers to pro-environmental
behaviors than positive message frames, and this impact is mediated by the warm glow.
Fig 1. Proposed research framework
3. Methodology
This study uses the method of experimental research -between-subjects design to measure
the impact of the message framing on customers’pro-environmental behaviors through the effect
of warm-glow feeling.
The research uses online questionnaires to collect enough data for this experimental study.
With the virtual snowball sampling methods, the online questionnaire was sent through pages
and groups of friends on Facebook, student communities. Our team designed three different
message versions, each respondent will randomly receive only one among three versions and
answer the related questions. Before launching the official survey, our team conducted a pilot
study with a small sample size of 20 people to validate the questionnaire length, eliminate vague
questions, check the understanding level of respondents, and improve the wording of three
message.
3.1. Message framing design
With regard to creating three different message versions, the content of the message was
built following the research of Amatulli et al. (2017). The structure of messages consists of three
main parts. ( see in Appendix 1)
Part 1: The scientific information related to microbeads in facial cleanser products.
Part 2: The message demonstrated the environmental advantages related to the pro-
environmental facial cleansers and the environmental weaknesses related to less pro-
environmental ones. Furthermore, non-microbead facial cleansers are more expensive than
microbead facial cleansers.
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Part 3: In particular, the positive message shows that buying non-microbead facial cleansers
could have a favorable effect on the environment. By contrast, the negative message illustrates
that purchasing microbead facial cleansers may pose a risk to the environment. In the neutral
message, it has not mentioned the environmental consequences associated with their purchasing
decisions.
3.2. Measurement
Warm-glow feeling: Based on the research of Hartmann et al. (2017), we applied Warm-
glow variable as a mediator to measure the consensus level of the participants with the emotional
factors of warm-glow, the emotional factors of warm-glow are divided into four attributes:
pleasant of the feeling of personal satisfaction, happy, pleased and satisfied. All of these factors
are measured on a Likert scale of level 5.
Pro-environmental behavior via Donation: According to Amatulli et al. (2017), pro-
environmental behaviors can be measured through donations. In order to measure respondent’s
pro-environmental behaviors, based on the research of Summers et al. (2016), we have given the
situation that the respondents have a chance to become 1 in 20 lucky people and receive a gift
worth 100,000 VND and whether they are willing to donate a part of the amount of money
received to the CHANGE Fund in Vietnam or not. Specifically, CHANGE Fund in Vietnam is a
non-governmental organization and established to contribute to the development in Vietnam by
joining hands in protecting the environment for society. We used a continuous scale from 0 to
100,000 VND in order to accurately measure the amount of money that respondents accept to
use for donations with the aim of promoting and raising awareness of consuming environmentally
friendly facial cleansers, particularly non-microbead facial cleansers. The list of 20 lucky people
receiving 100,000 VND and letter of thanks from CHANGE organization ( see in Appendix 2).
3.3. Sample size design
To estimate the number of the sample size to optimize the effect of our research, we used
GPower software. According to Cunningham & McCrum-Gardner (2007), to calculate the total
estimated sample size, we need to determine the alpha, the beta, the power level, and the effect
size. The power level is considered as the ability to find differences or relationships between
groups. Furthermore, the effect size measures those differences based on the collected result of
the Experimental group and the Control group. This coefficient also shows the effectiveness of
solving the problems.
In our study, we use two main analysis methods, the one-way ANOVA and the mediation
analysis. We apply the GPower program to estimate the total sample size for each analysis. The
effect size we expected is medium, standardized by Cunningham & McCrum-Gardner (2007).
● With the data analysis method standard (see 3.4.2), we proceed to apply the alpha=0.05,
the beta=2, power=0.9, and the standardized medium effect size is 0.25 for the one-way ANOVA
test. The total sample size we estimated by the program is 206 (see more in appendix 3).
● For the mediator analysis, with the alpha=0.05, power=0.9, and the standardized medium
effect size is 0.15, the result we got is 88 (see more in appendix 3).
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With the 269 collected sample size, we got the actual sample sizes more massive than the
estimated one (206 and 88). Therefore, the sample size is qualified for us to go to the next analysis.
4. Results and discussion
4.1. Results
After collecting data, our team collected 316 official survey responses. Among these, we
filtered out 269 fully informative and accurate questionnaires to conduct the analysis. The
demographic of the sample are described in the table below.
Table 1. Descriptive statistics and the typical frequency of the sample
Male
27,5%
69,5%
22,7%
77,3%
9,3%
Gender
Job
Female
Non-students
Students
Below university degree
College and University
Postgraduate degree
Under 5 million/month
5-10 million/month
10-15 million/month
Above 15 million/month
Everyday
Educational Level
89,2%
1,5%
68%
16,4%
10%
Income
5,6%
70,7%
15,6%
13,7%
Frequency of using
the facial cleansers
Regularly (3-4 times/week)
Less than once per week
Firstly, we would like to see three different messages on the outcome variable- the donation.
The data shown in Fig 3.1 revealed the significant difference in the donation amount among three
versions. The one-way ANOVA was used, the overall effects of three messages F(2, 268) = 24.75,
ρ = 0.000 < 0.05. Negative frame (M = 83,627; SD = 26,344.5) contributed to a larger amount of
donation compared to both the positive frame (M = 66,534; SD = 32,693.4) and the neutral frame
(M= 49,54; SD = 32383.6) (see appendix 4). We continued to examine the nature of the
differences between the three means by applying Tukey HSD Post-Hoc Testing for ANOVA for
the message framing variable in the donation. The results show the difference between these
versions is significant, with all p-value is lower than 0.05. This result is consistent with the finding
of Amatulli et al. (2017).
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Fig 2. Donation as a function of message frame valance
Then, to explore the potential mediating role of anticipated warm glow, we re-test the
reliability of the scale by Cronbach’s alpha analysis to facilitate the subsequent analysis.
Cronbach’s Alpha results show that all scales meet the demand for the Cronbach Alpha reliability
coefficient of “Warm Glow” is ∝ = 0.919 by combining the respective scores obtained on the
four sets of items.
We continued to compare the difference in the warm glow feeling effect among three
framing versions by applying ANOVA to the warm-glow variable. The result showed that there
is a significant difference of the warm glow (F(2, 268) = 5.2, ρ = 0.006 < 0.05) which the
negative frame, with M = 4.44; SD = 0.71 , increase anticipated warm glow for consumers
more than the positive frame (M = 4.15; SD = 0.78) and the neutral frame (M = 4.14; SD =
0.76) (see appendix 4).
Next, we continued to examine the nature of the differences between the three means by
applying Tukey HSD Post-Hoc Testing forANOVAfor the message framing variable in the warm-
glow variable. Post-hoc testing for ANOVA for three message versions finds the difference
between versions is significant in the warm-glow variable. The results show the difference
between the negative version and the positive version toward the warm-glow variable is
significant, with the p-value is lower than 0.05 (p = .012 < 0.05). The results also show the
difference between the negative version and the neutral version is significant, with the p-value is
lower than 0.05 (p=.036<0.05). However, the difference between the negative version and the
neutral version is not significant, with the p-value is higher than 0.05 (p=.997>0.05). Overall,
ANOVA testing results offer initial evidence that the negative message frames might be more
effective to consumers’ pro-environmental behavior than positive and neutral ones. Moreover, it
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appears that the negative frames have the possibility of producing a sense of anticipated warm
glow. All of those support the hypothesis we proposed in chapter 2.
To measure the mediating role of warm glow feeling, we run a mediation analysis in which
donation amount as the dependent variable, warm-glow served as the mediator, and message
framing valence served as the independent variable. Because message framing valence was three-
category variable, we recorded it into two dichotomous variables in which the dichotomous
variable of negative framing took the value 1 and the rest took the value 0, whereas when the
message frame was positive, the variable took the value and 0 otherwise (Hayes & Preacher,
2014).
In a series of linear regression, we consider negative framing as a covariate, according to
the process suggested by Hayes & Preacher (2014), to detect the direct and indirect effect of the
positive framing on the donation amount. A non-significant direct effect of positive framing on
anticipated warm glow (ρ = 0.938) and a significant direct of positive framing on the donation
amount (b = 0.52; t(265) = 3.45; ρ = 0.01) were found. We estimated that the positive framing
indirect effect on the donation amount via anticipated warm glow by implementing the
bootstrapping method in the PROCESS SPSS Macro by Hayes (2017, Model 4). As zero fell in
the 95% confidence interval (CI), there was a non-significant indirect via the warm glow (see
appendix 4).
After that, we continued to explore the indirect and direct effects of negative framing on
the donation amount while we treat positive framing as a covariate. The result shows that such
direct effect of negative on anticipated warm glow reaches significant (b = 0.4, t (266) = 2.49, ρ
= 0.014 < 0.05, 95% CI = 0.063, 0.546). The results also revealed a positive direct effect of
anticipated warm glow on the amount of the donation amount expressing over b = 0.205, t(265)
= 3.65 and ρ < 0.001 and a significant direct effect (b = 1.04, t (266) = 6.878, ρ < 0.001) (see
appendix 4). Interestingly, the indirect effect of negative framing on the donation amount is
significant (95% CI = 0.015, 0.17) (see Fig 3.2). Thus, this evidence confirmed that the warm
glow mediated the effect of negative frame valence on the consumers’ pro-environmental
behaviors, thus providing full empirical support for our hypothesis H1 we supposed.
The above results have confirmed that warm glow is a mediator affecting the message
frame and the number of donations, so we possibly explain why as a green product
communication strategy, the negative frames might be more effective than positive ones.
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Indirect effect (via anticipated warm glow): 0.4 x 0.205 = 0.08
(95% CI = 0.015, 0.17)
(Dotted arrow indicated non-significant effects)
Fig 3. Mediation role of anticipated warm glow
in the relationship between negative frame and donation.
4.2. Discussion
Despite the companies having been spending significant efforts in production to increase
the number of pro-environmental products, effective communication strategies are still ambiguous
for the managers (Amatulli et al., 2017). Therefore, the relationship between the emotional
mechanism and message framing valence in which communicates with the consumers about the
pro-environmental attribute of the products still remains a new idea (Amatulli et al., 2017; K.
Peattie, 2010). So, we conducted this research to indicate the role of the message framing valence
in pursuing people to take pro-environmental actions by donating money for the organization
that works related to environmental issues to reduce the impact of water pollution. Overall, this
study empirically supports the idea that negative message framing pursues people to take pro-
environmental behaviors that are driven by the effect of warm-glow in social marketing
communication.
Our results find that there are significantly different effects between the three versions
toward donation behavior. Our results show the effects of message framing on pro-environmental
behavior, particularly the effect of negative framing is more significant than the positive one on
the behavior as the findings of Amatulli et al. (2017). Moreover, our study finds that the neutral
message does not encourage people to take donation actions as much as the other message frames
do. Subsequently, our findings prove the impact of the negative message on pro-environmental
behavior is more outweighed than the others.
The results also show a relationship between warm-glow effects and donation behavior,
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which is the effects warm-glow activates the behavior. Although warm-glow impacts on the
behavior, we realize that the significance of these effects depends on the message version that
arouses it. In other words, our results find that the message framing arouses warm-glow emotions,
but the degree of emotions aroused is different from message versions. Particularly, the effects
of the negative version toward warm-glow emotions are significant than the others, while the
effects of the positive version and the neutral ones toward the warm-glow emotions do not
significantly express. Subsequently, our findings prove the impact of the negative message on
warm-glow emotions is more outweighed than the others.
As realizing there are relationships between the message framing versions, warm-glow
emotions, and donation behavior, we do a further analysis that proves the relationships among
these variables. Therefore, we find that the warm-glow performs as a mediator between the
message framing version and the pro-environmental behaviors in our study. In other words,
messages create the warm-glow emotions, and afterward, these emotions affect the behavior that
the messages aim to persuade people to take. As the different degrees of warm-glow aroused by
versions, our study finds that negative message framing arouses warm-glow emotion in the
recipient, thus making them more inclined to engage in pro-environmental behaviors that match
with our hypothesis. In other words, the negative message overpowers the positive ones in
stimulating the warm-glow emotion as well as encouraging people to donate. Towards the neutral
version, its effects on either donation or warm-glow are not significant. Subsequently, our results
show that the negative version arouses warm-glow emotion then encourages people to take the
behavior that is more meaningful than the others.
5. Conclusion and implications
The present finding contributes to the extent literature arguing the central role of emotions
in appealing people to take pro-environmental behaviors (Amatulli et al., 2017; Laros &
Steenkamp, 2005). Our finding contributes to the understanding of warm-glow effects in message
framing that can drive people to take environmental behaviors. The research findings provide
practical implications for managers in the cosmetic industry. Decision makers in green cosmetic
companies can apply negative frames to promote their products, which can increase the
effectiveness of communication strategies as well as prompt consumers’ pro-environmental
behaviors. Furthermore, the results of the research have significant benefits for non-profit
organizations in persuading people to take pro-environmental behavior by donating to pro-
environmental issues. From the perspective of our team, the warm-glow effect can help consumers
to actively participate in pro-environmental actions through the consumption of green cosmetics
and spread positive actions to the community. The study limits research on the relationship
between message framing and pro-environmental behaviors driven by the warm-glow effects that
ignore other factors such as the awareness of warm-glow effects or the motives of warm-glow
may also trigger environmentally friendly behaviors. Subsequent studies should expand the scope
of research in various fields such as the energy industry and manufacturing industry.
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APPENDIX
Appendix 1: Questionnaire
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