Using social media to promote pro-sustainability behaviours: a quasi-experimental study on message framing

Authors

  • Katja Anna Stadlthanner Faculty of Economics University of Valencia Tarongers Campus
  • Luisa Andreu Faculty of Economics University of Valencia Tarongers Campus
  • Xavier Font School of Hospitality and Tourism Management University of Surrey

Keywords:

corporate social responsibility, social media, message framing

Abstract

Social media advertising can be used to persuade consumers to act more sustainably. We analysed the effects of outcome and target message framing on consumer involvement variation, attitudes (toward the cause and company) and behavioural intentions (toward the cause and company). The messages are tested in a quasi-experiment in the context of disposable/reusable cups in the hospitality sector. While all stimuli led to an increase in cause involvement, only the outcome message frame showed statistically significant differences, with gain messages being most effective. We reflect on the value of social media to test persuasive communication messages, and the potential for technology to be used for social good.

Author Biographies

Katja Anna Stadlthanner, Faculty of Economics University of Valencia Tarongers Campus

Katja Stadlthanner is an iMBA graduate at the University of Valencia. With academic as well as work experience in the field of marketing, her research interests lie in digital marketing and corporate social responsibility.

Luisa Andreu, Faculty of Economics University of Valencia Tarongers Campus

Dr Luisa Andreu is Associate Professor of Marketing at the University of Valencia and Visiting Professor at the University of Surrey. Her main research interests are sustainable tourism, tourist behaviour and digital marketing.

Xavier Font, School of Hospitality and Tourism Management University of Surrey

Dr Xavier Font is Professor of Sustainability Marketing at the University of Surrey (UK), and Visiting Professor at the University of the Arctic (Norway). He researches and develops methods of sustainable tourism production and consumption.

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Published

2019-12-20

How to Cite

Stadlthanner, K. A., Andreu, L. and Font, X. (2019) “Using social media to promote pro-sustainability behaviours: a quasi-experimental study on message framing”, e-Review of Tourism Research, 17(4). Available at: https://journals.tdl.org/ertr/index.php/ertr/article/view/537 (Accessed: 16January2021).

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Articles