How environmental gain messages affect cause involvement, attitude and behavioural intentions: the moderating effects of CSR scepticism and biospheric values
AuthorStadlthanner, Katja Anna; Andreu, Luisa; Font aulet, Xavier; Ribeiro, Manuel Alector; Currás-Pérez, Rafael
Design/methodology/approach - Using a 2 × 1 scenario-based, experimental design with a gain vs loss stimuli, Study 1 (n = 466) examines the moderating effects of CSR scepticism and biospheric values on the relationship between message framing and consumer cause involvement. Using gain-framed stimuli, Study 2 (n = 958) analyses the effects of cause involvement variations on attitudes and behaviours, through structural equation modelling.
Findings - Gain-framed messages are more effective than loss-framed messages at increasing cause involvement in consumers. Both CSR scepticism and biospheric values moderate the relationship between gain-framed messages and cause involvement. Cause involvement enhances consumer attitudes towards both the cause and the company promoting it, while company attitudes towards a cause positively influence consumers' behavioural intentions.
Originality/value - This study recommends that environmental CSR advertising managers should use gain-framed messages to positively influence consumer cause involvement.