Title of Paper

Effective communication strategies in tourists’ pro-environmental behavioral intention: A moderated mediation model

Author Bios (50 Words for each Author)

Xinxin Zhao is a Ph.D. student in College of Tourism and Service Management, Nankai University. Her research interests are mainly in consumer behaviour in tourism and sustainable tourism.

Yanbo Yao, Ph.D. is a professor in College of Tourism and Service Management, Nankai University. She is interested in tourism enterprise management, tourism and destination marketing, and tourism economy.

Abstract (150 Words)

Message framing strategies is an effective way in encouraging pro-environmental behavior. Combining framing theory and construal level theory, this study examined the effect of different message framing strategies on the changes in pro-environmental behavioral intention and explored the underlying mechanism and boundary condition behind the main effect by scrutinizing the role of perceived effort worthiness and green involvement. The results of two experimental studies showed that the loss frame with proximal social distance messages activated greater changes in pro-environmental behavioral intention than loss frame with distant social distance message, while the gain frame with distant social distance messages led to greater changes in pro-environmental behavioral intention than gain frame with proximal social distance message. The emotional appeal with distant social distance message led to greater change in pro-environmental behavioral intention than emotional appeal with proximal social distance message. Message framing strategies triggered a greater perceived effort worthiness, resulting consequently in greater changes in pro-environmental behavioral intention. Green involvement moderated this mediation effect such that the lower green involvement leads to higher indirect effect between message framing and changes in pro-environmental behavioral intention.

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COinS
 

Effective communication strategies in tourists’ pro-environmental behavioral intention: A moderated mediation model

Message framing strategies is an effective way in encouraging pro-environmental behavior. Combining framing theory and construal level theory, this study examined the effect of different message framing strategies on the changes in pro-environmental behavioral intention and explored the underlying mechanism and boundary condition behind the main effect by scrutinizing the role of perceived effort worthiness and green involvement. The results of two experimental studies showed that the loss frame with proximal social distance messages activated greater changes in pro-environmental behavioral intention than loss frame with distant social distance message, while the gain frame with distant social distance messages led to greater changes in pro-environmental behavioral intention than gain frame with proximal social distance message. The emotional appeal with distant social distance message led to greater change in pro-environmental behavioral intention than emotional appeal with proximal social distance message. Message framing strategies triggered a greater perceived effort worthiness, resulting consequently in greater changes in pro-environmental behavioral intention. Green involvement moderated this mediation effect such that the lower green involvement leads to higher indirect effect between message framing and changes in pro-environmental behavioral intention.