Effects of nature values and regulatory fit of message framing on message evaluation and actual pro-environmental donations
(2022) Environment and Behavior — Vol. 54, n° 3, p. 597-628 (2022)
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- Abstract
- Messages are often tailored to individual differences, as fit is believed to influence behavior. We examine the effects of regulatory fit (i.e., matching message framing in terms of promotion/prevention to people’s natural promotion/prevention orientation) and individuals’ priority of nature values, on the evaluation of climate change messages and donations to pro-environmental charities. We measured participants’ (n=570) regulatory focus on ensuring positive outcomes (promotion) versus avoiding negative outcomes (prevention), and the importance they attributed to nature values. Participants evaluated a promotion- or prevention-framed text (highlighting ensuring the environment’s welfare or avoiding its destruction) and were then invited to donate part of their remuneration to pro-environmental or other charities. Participants prioritizing nature values evaluated the promotion-framed text more favorably the stronger their promotion focus was, but only endorsement of the nature values predicted donations. This highlights the importance of measuring actual pro-environmental behavior, as positive message evaluations did not materialize into donations.
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Woltin, K.-A., Sneddon, J., & Bardi, A. (2022). Effects of nature values and regulatory fit of message framing on message evaluation and actual pro-environmental donations. Environment and Behavior, 54(3), 597-628. https://doi.org/10.1177/001391652110605 (Original work published 2022)