Title page for ETD etd-06092011-134705

Document Type Master's Dissertation
Author Naidoo, Dhatchani K.
URN etd-06092011-134705
Document Title Exploring the impact of message framing on sustainable consumption choices
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms K Chipp Supervisor
  • message framing
  • knowledge attitude practice gap
  • sustainable consumption
Date 2010-11-10
Availability unrestricted

This study is concerned with understanding the impact of message framing in influencing choice within the sustainable consumption domain. Over-consumption has been proven to be a main cause of environmental degradation, and a shift to sustainable consumption practices is needed. Yet research has found that despite knowledge of environmental issues, and a supportive attitude, pro-environmental behaviour amongst consumers is lacking, with a key influence being the lack of personal utility found in the pro-environmental choice. This study attempts to contribute to narrowing the knowledge attitude practice gap in this domain, by using message framing to isolate the personal utility available in a sustainable choice, thereby influencing a pro-environmental outcome.

A study was conducted to determine the main and interaction effects of various salient message frames (reference dependence, loss aversion and time sensitivity) on behavioural intention within sustainable consumption context. Environmental attitude was also tested to ascertain the interaction effect of this variable with the other independent variables and the resultant impact on the choice made. Variables were manipulated in a 2x2x2 factorial design. Results yielded the hypothesised significance of main effects for time sensitivity, but not for reference dependence or loss aversion. In addition no three way interaction for reference dependence by loss aversion by time sensitivity was found. No interaction was found between message frame and environmental attitude. Implications for social marketers engaged in the promotion of pro-environmental behaviours are discussed.

Copyright 2010, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Naidoo, DK 2010, Exploring the impact of message framing on sustainable consumption choices, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-06092011-134705/>


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