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Effective Sustainability Messages Triggering Consumer Emotion and Action: An Application of the Social Cognitive Theory and the Dual-Process Model

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  • Mohammad Abu Nasir Rakib

    (Department Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

  • Hyo Jung Chang

    (Department Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

  • Robert Paul Jones

    (Department Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

Abstract

Communication utilizing proper message framing is a crucial component in the promotion of sustainability and other related activities. Additionally, engaging all stakeholders in sustainable communication and endeavors is proven to be essential to corporate success. This is especially true for textile and apparel retailers, as they strive to gain competitive advantages through the incorporation of sustainability in their communication with their stakeholders. Therefore, promotional activities consisting of different message framing types can be a profitable way to reach, inform, and persuade consumers to engage in sustainable activities and to support corporate sustainability initiatives. Based on two theoretical foundations, the social cognitive theory and the dual-process model, this study investigates how different aspects of sustainability and message framing can persuade textile and apparel consumers to engage in sustainable behavior. The findings of this study demonstrated that each message framing type significantly influences the consumers’ emotion. Further, when the textile and apparel consumers purchase sustainable products, as a result of conscious decision-making or without much thought put into the buying decision, the act of buying sustainable products per se compels the consumers to make sustainable choices in the future.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:5:p:2505-:d:755472
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    References listed on IDEAS

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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. Vanessa Effendy & Zengrui Xiao, 2025. "How Does Cultural Sustainability Promote Fashion Consumers’ Purchase Intention?," Sustainability, MDPI, vol. 17(5), pages 1-14, February.
    5. Jooyoung Lee & Ki Han Kwon, 2023. "Promoting Sustainable Learning in the Post-Pandemic Era: Focused on the Role of Motivation, Growth Mindset, Self-Regulated Learning, Well-Being, and Smart Device Utilization," Sustainability, MDPI, vol. 15(17), pages 1-21, September.
    6. Xinhua Zhao & Hui An, 2023. "Research on the Mechanism of Heterogeneous Corporate Environmental Responsibility in Z-Generation Consumers’ Sustainable Purchase Intention," Sustainability, MDPI, vol. 15(13), pages 1-19, June.

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