Influence of Appeal Type and Message Framing on Residents' Intent to Engage in Pro-Environmental Behavior.

In this intervention study, we examined the effects and psychological processes of different types of messaging intended to promote waste-separation behavior on the intent of residents to separate household waste and to engage in other pro-environmental behaviors (PEBs). Based on three studies (one survey with 76 residents and two experiments with 446 residents) in China, our results revealed that environmental appeals increased residents' intent to separate waste and engage in other PEBs, whereas monetary incentives had no effect. Although the main effects of the framing of messages on the intent to separate waste and other PEBs were not significant, we found an interactive effect of appeal type and message framing.

The role of product cues and regulatory focus in the consumers' response to green products: The mediation effects of green attitudes.

By applying the cue-diagnosticity theory, this study explores the influence mechanism of consumption response to low-involvement products and high-involvement products, respectively. Specifically, the purpose of this study is to investigate how product clues (brand strength and retailer reputation) affect consumption responses to green products with different involvement and to examine regulatory focus as a moderator and green attitude as a mediator. The results of study 1 reveal that for low-involvement green products, the effect of the retailer reputation rather than brand strength on consumption response is mediated by a green attitude, and the regulatory focus plays a moderating role in this process.