Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry
Environmental awareness is a growing concern for consumers, and effective green messaging strategies are crucial for businesses. This 2 × 2 between-subject experiment investigates the influence of message style and sidedness on consumer participation in green practices and explores the role of messa...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-06-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1176863/full |
| _version_ | 1797803715592192000 |
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| author | Eunjin (Anna) Kim Eunseon Kwon Seoyeon Hong Heather Shoenberger Marla Royne Stafford |
| author_facet | Eunjin (Anna) Kim Eunseon Kwon Seoyeon Hong Heather Shoenberger Marla Royne Stafford |
| author_sort | Eunjin (Anna) Kim |
| collection | DOAJ |
| description | Environmental awareness is a growing concern for consumers, and effective green messaging strategies are crucial for businesses. This 2 × 2 between-subject experiment investigates the influence of message style and sidedness on consumer participation in green practices and explores the role of message usefulness and skepticism. Our results show that a narrative message style and a two-sided message increase perceived usefulness, reduce skepticism, and lead to greater behavioral intent. Further, the study supports the moderated serial mediation role of message usefulness and skepticism. These findings offer significant implications for businesses seeking to promote sustainable practices and engage consumers in green initiatives. |
| first_indexed | 2024-03-13T05:26:13Z |
| format | Article |
| id | doaj.art-33d7fca5e5384f7da3f144c75092528f |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-03-13T05:26:13Z |
| publishDate | 2023-06-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-33d7fca5e5384f7da3f144c75092528f2023-06-15T05:52:59ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-06-011410.3389/fpsyg.2023.11768631176863Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industryEunjin (Anna) Kim0Eunseon Kwon1Seoyeon Hong2Heather Shoenberger3Marla Royne Stafford4Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA, United StatesBob Schieffer School of Communication, Texas Christian University, Fort Worth, TX, United StatesEdelman College of Communication and Creative Arts, Rowan University, Glassboro, NJ, United StatesDonald P. Bellisario College of Communication, The Pennsylvania State University (PSU), University Park, PA, United StatesLess Business School, University of Nevada, Las Vegas, NV, United StatesEnvironmental awareness is a growing concern for consumers, and effective green messaging strategies are crucial for businesses. This 2 × 2 between-subject experiment investigates the influence of message style and sidedness on consumer participation in green practices and explores the role of message usefulness and skepticism. Our results show that a narrative message style and a two-sided message increase perceived usefulness, reduce skepticism, and lead to greater behavioral intent. Further, the study supports the moderated serial mediation role of message usefulness and skepticism. These findings offer significant implications for businesses seeking to promote sustainable practices and engage consumers in green initiatives.https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1176863/fullnarrative messagetwo-sided messagemessage usefulnessskepticismgreen participation |
| spellingShingle | Eunjin (Anna) Kim Eunseon Kwon Seoyeon Hong Heather Shoenberger Marla Royne Stafford Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry Frontiers in Psychology narrative message two-sided message message usefulness skepticism green participation |
| title | Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry |
| title_full | Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry |
| title_fullStr | Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry |
| title_full_unstemmed | Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry |
| title_short | Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry |
| title_sort | mollifying green skepticism effective strategies for inspiring green participation in the hospitality industry |
| topic | narrative message two-sided message message usefulness skepticism green participation |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1176863/full |
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