Environmental Communications: Interplay Effects between Heterogeneous Goal-Framed Messages on Recycling Behaviors | FDS (Faculty Development Scheme) of RGC (Research Grants Council) | HK$492,300 | Reference No.: UGC/FDS24/H10/20

Although environmental consciousness is gradually rising among individuals, the number of people taking pro-environmental behaviors is far from satisfaction. Government agencies, non-profit organizations, and advertisers around the world have attempted to address this attitude-behavior gap. Message framing that combines words, images, phrases used for relaying tailored information is a popular communication strategy used for guiding behavioral change. Since human behavior is purposeful and goal-driven, promotional and educational campaigns using goal-framed messages are frequently used to motivate individuals toward a more environmentally sustainable lifestyle. There is substantial research investigating the persuasive effects of framed messages in environmental communications. However, prior studies merely focused on framed messages that are designed in reference to a single motivator. The examinations did not account for the fact that goals activating pro-environmental behaviors are multiple and even interact together to determine the final decision on our behaviors. To address the research gaps, the present study adopts an integrative approach offered by goal framing theory to investigate how different goal-framed messages influence recycling attitude and behavior. By using a 2 × 2 × 2 between-subjects design, the interplay effects between different goal-framed messages will be investigated. Findings of this proposed study would offer insights into the development of well-rounded public promotional campaigns and advance theory development of environmental psychology and communications.