Emotional responses to plastic waste: Matching image and message framing in encouraging consumers to reduce plastic consumption

This research investigates the role of emotion and message framing in stemming plastic consumption. Across three experimental studies examining consumer intentions, participation, and product choice, this research demonstrates that an image depicting plastic waste (vs. victims of plastic waste) elicits disgust (vs. sadness). Building on construal level theory, we show that an image of plastic waste is more effective in encouraging consumers to reduce their plastic consumption when combined with a "why" message (e.g., reasons to reduce plastic consumption). In contrast, an image portraying victims of plastic waste is more effective when presented with a "how" message (e.g., steps to reduce plastic consumption). The findings of this research highlight the importance of understanding discrete emotional responses to advertising images, especially in the context of reducing plastic consumption, and thus will benefit social marketers and policy makers. (c) 2019 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd. All rights reserved.