Document Type
Article
Version Deposited
Published Version
Publication Date
6-15-2023
Publication Title
Frontiers in Psychology
DOI
10.3389/fpsyg.2023.1176863
Abstract
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. Copyright © 2023 Kim, Kwon, Hong, Shoenberger and Stafford.
Recommended Citation
Kim EA, Kwon E, Hong S, Shoenberger H and Stafford MR (2023) Mollifying green skepticism: Effective strategies for inspiring green participation in the hospitality industry. Front. Psychol. 14:1176863. doi: 10.3389/fpsyg.2023.1176863
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Comments
Copyright © 2023 by the Authors. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY).