Effective Pro-environmental Communication: Message Framing and Context Congruency Effect
通过两个实验，研究了在旅游和日常情境中，规定性（做某事）与禁止性（不做某事）两种信息框架对环保沟通效果的影响，发现框架与情境匹配时效果更好，且预期自豪和内疚起中介作用。
This research investigates the effectiveness of two types of message framing in pro-environmental communication: prescriptive versus proscriptive appeals in daily and tourism contexts. Two experimental studies were conducted. Study 1a focused on natural park and street park scenarios, while Study 1b examined hotel and office scenarios. Study 2 replicated Study 1 and further explored the mediating role of anticipated pride and guilt. The results indicate that in tourism contexts, prescriptive-framed appeals are more effective than proscriptive-framed appeals, whereas in daily contexts, proscriptive-framed appeals are more effective. Furthermore, the message framing-context congruency effect is mediated by the anticipated pride and guilt. These findings fill a literature gap by revealing the interaction between message framing and context in pro-environmental communication, providing insights for managers to customize appeals, using prescriptive-framed messages in tourism contexts and proscriptive-framed messages in daily contexts, while leveraging anticipated pride and guilt to motivate eco-friendly actions.