Sustainability communication: The effect of message construals on consumers' attitudes towards green restaurants (original) (raw)
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Comparing Effects of Message Strategies on Consumers’ Attitudes toward Sustainability
Purpose -In this paper the authors present a study that uses Twitter to identify critical elements of customer service in the airline industry. The goal of the study was to uncover customer opinions about services by monitoring and analyzing public Twitter commentaries. The purpose of this paper is to identify elements of customer service that provide positive experiences to customers as well as to identify service processed and features that require further improvements. Design/methodology/approach -The authors employed the approach of sentiment analysis as part of the netnography study. The authors processed 67,953 publicly shared tweets to identify customer sentiments about services of four airline companies. Sentiment analysis was conducted using the lexicon approach and vector-space model for assessing the polarity of Twitter posts. Findings -By analyzing Twitter posts for their sentiment polarity the authors were able to identify areas of customer service that caused customer satisfaction, dissatisfaction as well as delight. Positive sentiments were linked mostly to online and mobile check-in services, favorable prices, and flight experiences. Negative sentiments revealed problems with usability of companies' web sites, flight delays and lost luggage. Evidence of delightful experiences was recorded among services provided in airport lounges. Originality/value -Paper demonstrates how sentiment analysis of Twitter feeds can be used in research on customer service experiences, as an alternative to Kano and SERVQUAL models.
The sustainability labeling on the front of a package featured in a print advertisement may influence consumers' product evaluations and purchase decisions. The findings of this exploratory study suggest that consumers seem to evaluate the sustainability claim more favorably if the advertisement highlights the personal impact on them. Moreover, environmental involvement appears to further moderate the effects of sustainability claims and environmental impact framing. The interactions that emerged in this study suggest that sustainability labeling effects constitute a complex phenomenon that warrants future research.
When less is more: Sustainability messaging, destination type, and processing fluency
The purpose of this research is to explore consumer responses to hotel sustainability messages based on the congruence of preexisting cognitive schemas with newly presented information. Based on information processing theory, this research proposes that variations in the processing fluency of a sustainability message will interact with the cognitive perception of the hotel's destination (NBT versus urban) to affect the perception of the message and the attitude toward the hotel. Results suggest that under conditions of low fluency, consumers are less skeptical of messages presented by hotels in NBT destinations than of similar messages presented by hotels in urban tourism destinations. Low fluency messages also generate more positive attitudes toward NBT destinations than toward urban destinations. These results suggest that the most effective sustainability messages depend not only on the presentation of the message, but also on the type of the destination.
Frontiers in Psychology, 2023
Environmental awareness is a growing concern for consumers, and effective green messaging strategies are crucial for businesses. This 2 × 2 betweensubject 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.
International Journal of Advertising, 2012
It is becoming increasingly evident that current patterns of consumption are not sustainable in the long term. Clearly, the need to persuade consumers to adopt more sustainable lifestyles has never been more urgent. Tbe present research contributes to our understanding of the effects of message framing by considering the potential moderating influence of consumer concern about global climate change within the context of sustainable consumption. The results of two experiments demonstrate that the US consumer's level of concern for the message-specific issues moderates the strength of the framing effect; effects are larger when concern about climate change is low. In addition, when concern is low, more negative framing and a prevention focus have more favourable persuasive effects. The implications of these findings for consumer welfare and public policy are discussed.
Sustainability, 2022
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...
Corporate Social Responsibility and Environmental Management, 2019
Growing environmental awareness has made customers change their attitudes and increasingly demand that the hospitality industry provides products and services that are environmentally friendly. This sector faces increasing pressure to operate in a more ecofriendly manner given its negative influence on the natural environment. Extant research demonstrates that sustainable tourism can be promoted through environmental certifications. However, little attention has been paid to the relevance of customer perceptions about these schemes and their influence on customer behavioral intentions. So that, this study attempts to explore the conditions under which perceived green image leads to favorable customer behavioral intentions towards environmentally certified hotels by considering the mediating effects of functional and emotional images. A structured questionnaire was used to collect data from hotel customers in Spain. The results indicate that green image serves as a predictor of functional image, which in turn is linked to customer behavioral intentions. This shows that the evaluation of environmental issues influences the assessment of cognitive aspects, although not the direct evaluation of affective aspects. Consequently, green image associations directly influence the cognitive responses of consumers but not their emotions. Therefore, consumers will evaluate a hotel's functional image not only by considering traditional attributes but also by taking into account environmental issues. These findings suggest that hotel companies should work to develop a green positioning strategy developing products and services possessing both greenness and high-value attributes.
Restaurant Customers’ Attitude toward Sustainability and Nutritional Menu Labels
Journal of Hospitality Marketing & Management, 2017
This study investigates the dining behaviors of Hong Kong hotel restaurant customers, their health and environmental consciousness and lifestyles, and their attitudes toward nutritional and sustainability menu labeling. Previous diners of an independent hotel are surveyed online resulting in 1,255 usable responses. Results suggested that respondents eat frequently outside their homes, particularly during weekends. They exhibited heightened health consciousness and environmental awareness than the ratings for healthy and environment friendly lifestyles. In support of the signaling theory, restaurant menu labels are cues that allow customers to understand the nature of the products that they will order and consume. When evaluating menu labeling, customers consider multiple attributes of the menu in dining in a restaurant, and they prioritize nutritional aspects over sustainability. Significant differences were observed between the attitudes of male and female customers toward 14 nutritional and sustainability menu label descriptions, whereas age indicated no significant influence.
The impact of message framing on travellers’ behavioural intentions towards green hotels
Consumer behavior in tourism and hospitality, 2022
Purpose-Research in consumer behaviour in the pro-environmental hospitality domain is limited. Furthermore, the efficiency of interventions utilising pictorial elements, with positive and negative framing, to influence travellers' intentions to book green accommodation remains scarcely investigated. The Theory of Planned Behaviour (TPB) offers a platform for testing interventions that could impact consumer behaviour. The present study introduces a TPB pictorial intervention in green accommodation and provides a robust assessment of the intervention targeted at the TPB's factors. Design/Design/methodology/approach-The data were collected from Australian travellers who were exposed to convincing messages through pictorial elements. These featured either positive or negative pro-environmental effects of hotel operations. A usable sample size of 771 respondents has been achieved. A Multi-group analysis using SEM was performed to investigate the intervention effect. Findings-The results highlighted the supremacy of positive framing to influence travellers' intentions regarding patronage of green accommodation. A knowledge-based approach to promoting green practices might encourage travellers to book green accommodations. Originality-This study advances theory building in environmental communication. Subsequently, hoteliers might enhance their marketing strategies to publicise their proenvironmental programs.