IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v19y2022i14p8273-d857211.html
   My bibliography  Save this article

Reducing the Use of Disposable Plastics through Public Engagement Campaigns: An Experimental Study of the Effectiveness of Message Appeals, Modalities, and Sources

Author

Listed:
  • Marko M. Skoric

    (Department of Media and Communication, City University of Hong Kong, Hong Kong 999077, China)

  • Nan Zhang

    (School of Journalism and Communication, Xiamen University, Xiamen 361005, China)

  • Juma Kasadha

    (Department of Media and Communication, City University of Hong Kong, Hong Kong 999077, China)

  • Chun Hong Tse

    (School of Journalism and Communication, The Chinese University of Hong Kong, Hong Kong 999077, China)

  • Jing Liu

    (Department of Economics, Hong Kong Baptist University, Hong Kong 999077, China)

Abstract

This study examines how different ways of presenting information about the ecological threats stemming from the use of disposable plastics may affect people’s willingness to reduce their use. To test our hypotheses, we used a 2 × 3 × 2 between-subjects experimental design, utilizing a sample of 1001 Hong Kong residents. The independent variables tested included: (a) message frame (gain vs. loss), (b) modality (text vs. image vs. infographic), and (c) information source (government vs. non-governmental organization). The findings demonstrate that the loss frame was more effective than the gain frame in persuading participants to reduce the use of disposable plastics. Furthermore, compared to image-based messages, text-based and infographic-based messages were more effective in promoting the reduction in the use of disposable plastics. For information sources, however, we found no main effect on behavioral intentions. However, this study still suggests an interaction effect of the loss frame and NGO source, as well as the interaction between text-based modality and government source, both leading to more positive outcomes. Furthermore, the study reveals that negative emotional responses mediate the effect of media frames on behavioral intentions. The findings offer useful insights for designing more effective communication campaigns aimed at curbing the use of disposable plastics.

Suggested Citation

  • Marko M. Skoric & Nan Zhang & Juma Kasadha & Chun Hong Tse & Jing Liu, 2022. "Reducing the Use of Disposable Plastics through Public Engagement Campaigns: An Experimental Study of the Effectiveness of Message Appeals, Modalities, and Sources," IJERPH, MDPI, vol. 19(14), pages 1-20, July.
    • Handle: RePEc:gam:jijerp:v:19:y:2022:i:14:p:8273-:d:857211
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/19/14/8273/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1660-4601/19/14/8273/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Septianto, Felix & Lee, Michael S.W., 2020. "Emotional responses to plastic waste: Matching image and message framing in encouraging consumers to reduce plastic consumption," Australasian marketing journal, Elsevier, vol. 28(1), pages 18-29.
    2. Kerstin Westin & Annika Nordlund & Johan Jansson & Jonas Nilsson, 2020. "Goal Framing as a Tool for Changing People’s Car Travel Behavior in Sweden," Sustainability, MDPI, vol. 12(9), pages 1-18, May.
    3. Lea Marie Heidbreder & Julia Steinhorst & Manfred Schmitt, 2020. "Plastic-Free July: An Experimental Study of Limiting and Promoting Factors in Encouraging a Reduction of Single-Use Plastic Consumption," Sustainability, MDPI, vol. 12(11), pages 1-23, June.
    4. Mohammad Abu Nasir Rakib & Hyo Jung Chang & Robert Paul Jones, 2022. "Effective Sustainability Messages Triggering Consumer Emotion and Action: An Application of the Social Cognitive Theory and the Dual-Process Model," Sustainability, MDPI, vol. 14(5), pages 1-15, February.
    5. Tony R. Walker & Eamonn McGuinty & Sylvain Charlebois & Janet Music, 2021. "Single-use plastic packaging in the Canadian food industry: consumer behavior and perceptions," Palgrave Communications, Palgrave Macmillan, vol. 8(1), pages 1-11, December.
    6. Ropret Homar, Aja & Knežević Cvelbar, Ljubica, 2021. "The effects of framing on environmental decisions: A systematic literature review," Ecological Economics, Elsevier, vol. 183(C).
    7. Malgorzata Karpinska-Krakowiak & Lukasz Skowron & Lachezar Ivanov, 2020. "“I Will Start Saving Natural Resources, Only When You Show Me the Planet as a Person in Danger”: The Effects of Message Framing and Anthropomorphism on Pro-Environmental Behaviors that are Viewed as E," Sustainability, MDPI, vol. 12(14), pages 1-14, July.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Kyle T. H. Ho & Patrick W. H. Kwok & Stephen S. Y. Chang & Amanda M. Y. Chu, 2023. "Gaps between Attitudes and Behavior in the Use of Disposable Plastic Tableware (DPT) and Factors Influencing Sustainable DPT Consumption: A Study of Hong Kong Undergraduates," Sustainability, MDPI, vol. 15(11), pages 1-16, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Chih-Cheng Chen & Raditia Yudistira Sujanto & Tat-Dat Bui & Ming-Lang Tseng, 2023. "Sustainable recyclate packaging in Indonesian food and beverage industry: a hybrid decision-making analysis in consumption stages," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2053-2089, June.
    2. Stefano Ceolotto & Eleanor Denny, 2021. "Putting a new 'spin' on energy labels: measuring the impact of reframing energy efficiency on tumble dryer choices in a multi-country experiment," Trinity Economics Papers tep1521, Trinity College Dublin, Department of Economics.
    3. Hilary Byerly Flint & Paul Cada & Patricia A. Champ & Jamie Gomez & Danny Margoles & James R. Meldrum & Hannah Brenkert-Smith, 2022. "You vs. us: framing adaptation behavior in terms of private or social benefits," Climatic Change, Springer, vol. 174(1), pages 1-17, September.
    4. Heleen Dreyer & Nadine Sonnenberg & Daleen Van der Merwe, 2022. "Transcending Linearity in Understanding Green Consumer Behaviour: A Social–Cognitive Framework for Behaviour Changes in an Emerging Economy Context," Sustainability, MDPI, vol. 14(22), pages 1-27, November.
    5. Marie Ferré & Stefanie Engel & Elisabeth Gsottbauer, 2023. "External validity of economic experiments on Agri‐environmental scheme design," Journal of Agricultural Economics, Wiley Blackwell, vol. 74(3), pages 661-685, September.
    6. Wang, Jianming & Li, Yongqiang & He, Zhengxia & Gao, Jian & Wang, Jianguo, 2022. "Scale framing, benefit framing and their interaction effects on energy-saving behaviors: Evidence from urban residents of China," Energy Policy, Elsevier, vol. 166(C).
    7. Septianto, Felix & Kemper, Joya A., 2021. "The effects of age cues on preferences for organic food: The moderating role of message claim," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    8. Santa, Juana Castro & Drews, Stefan, 2023. "Heuristic processing of green advertising: Review and policy implications," Ecological Economics, Elsevier, vol. 206(C).
    9. Hyo Jung (Julie) Chang & Nasir Rakib & Jaehan Min, 2023. "An Exploration of Transformative Learning Applied to the Triple Bottom Line of Sustainability for Fashion Consumers," Sustainability, MDPI, vol. 15(12), pages 1-14, June.
    10. Xue Wang & Suwei Feng & Tianyi Tang, 2023. "Acceptability toward Policy Mix: Impact of Low-Carbon Travel Intention, Fairness, and Effectiveness," Sustainability, MDPI, vol. 15(20), pages 1-22, October.
    11. Nicholas Oguge & Francis Oremo & Salome Adhiambo, 2021. "Investigating the Knowledge and Attitudes towards Plastic Pollution among the Youth in Nairobi, Kenya," Social Sciences, MDPI, vol. 10(11), pages 1-13, October.
    12. Virimai Victor Mugobo & Herbert Ntuli & Chux Gervase Iwu, 2022. "Consumer Perceptions of the Use of Nondegradable Plastic Packaging and Environmental Pollution: A Review of Theories and Empirical Literature," JRFM, MDPI, vol. 15(6), pages 1-17, May.
    13. Morgana Weber Macena & Rita Carvalho & Luísa Paula Cruz-Lopes & Raquel P. F. Guiné, 2021. "Plastic Food Packaging: Perceptions and Attitudes of Portuguese Consumers about Environmental Impact and Recycling," Sustainability, MDPI, vol. 13(17), pages 1-20, September.
    14. Luca Piero Vecchio & Alexia Del Greco, 2023. "Game-Based Solutions and the Plastic Problem: A Systematic Review," Sustainability, MDPI, vol. 15(6), pages 1-33, March.
    15. Lingyun Mi & Jiali Han & Ting Xu & Xuejiao Wang & Lijie Qiao & Tianwen Jia & Xiaoli Gan, 2023. "Evaluating Whether and How Public Health Event Information Frameworks Promote Pro-Environmental Behavior," IJERPH, MDPI, vol. 20(4), pages 1-20, February.
    16. Shimpei Iwasaki & Samuel Franssens & Siegfried Dewitte & Florian Lange, 2021. "Evaluating the Effect of Framing Energy Consumption in Terms of Losses versus Gains on Air-Conditioner Use: A Field Experiment in a Student Dormitory in Japan," Sustainability, MDPI, vol. 13(8), pages 1-9, April.
    17. Leonie Decrinis & Wolfgang Freibichler & Micha Kaiser & Cass R. Sunstein & Lucia A. Reisch, 2023. "Sustainable behaviour at work: How message framing encourages employees to choose electric vehicles," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5650-5668, December.
    18. Olga Lingaitienė & Aurelija Burinskienė & Vida Davidavičienė, 2022. "Case Study of Municipal Waste and Its Reliance on Reverse Logistics in European Countries," Sustainability, MDPI, vol. 14(3), pages 1-24, February.
    19. Berend Barkela & Kristen Werling & Signe Elisa Filler & Lea Marie Heidbreder, 2021. "Fasting Plastic—The Role of Media Reports in a ‘Window of Opportunity’ to Reduce Plastic Consumption," Sustainability, MDPI, vol. 13(21), pages 1-15, October.
    20. Charles Collet & Pascal Gastineau & Benoit Chèze & Pierre-Alexandre Mahieu & Frederic Martinez, 2022. "Combining economics and psychology: Does CO2 framing strengthen pro-environmental behaviors?," Working Papers hal-03321706, HAL.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:19:y:2022:i:14:p:8273-:d:857211. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.