The influence of message framing with hedonic and utilitarian products on the sustainable purchasing behaviors of consumers based on dual process model of thinking and decision making

Abstract

Objectives The main objectives of this study are to review existing literature to examine the influence of a positively or negatively framed message and product type, utilitarian or hedonic, on sustainable consumption. Additionally, Dual Process Model of thinking and decision making will be evaluated in terms of message framing in the literature review. Furthermore, based on quantitative primary research, this study aimed to provide implications for using different types of messages farming to influence sustainable consumption behavior.

Summary The research began with reviewing existing literature on topics of message framing, utilitarian and hedonic product types, and Dual Process theory. With this literature a conceptual framework was presented to examine the two product types with positive and negative message framing. Based on the research and conceptual framework a survey questionnaire was created. Through the survey 104 responses were collected and analyzed using different measure scales. Finally, the survey's data was analyzed, and the main findings and implications were presented.

Conclusions Message framing was found to influence how a message was perceived and consumer sustainable consumption intentions. The negatively framed messages, for both the utilitarian and hedonic product, were more powerful than the positively framed message for both cases.