The Effect of Consumer versus Industry Effectiveness on Willingness to Reduce Waste and Reuse Products

Anna Mei Habitzreuter; Michaela Soellner; Joerg Koenigstorfer

doi:10.15358/0344-1369-2020-4-3

Contents
- Chapter Expand | CollapseAuthorsPage
- 1–1 Titelei/Inhaltsverzeichnis 1–1
- 2–2 Editorial 2–2
- 3–46 Research Articles 3–46
  - 3–21 The Effect of Consumer versus Industry Effectiveness on Willingness to Reduce Waste and Reuse Products Anna Mei Habitzreuter, Michaela Soellner, Joerg Koenigstorfer Anna Mei Habitzreuter, Michaela Soellner, Joerg Koenigstorfer 3–21
  - 22–34 Warm Ambient Scents Nudge Consumers to Favour Premium Brands and Right-Wing Parties Marcel Lichters, Susanne Adler, Marko Sarstedt Marcel Lichters, Susanne Adler, Marko Sarstedt 22–34
  - 35–46 How Perceived Security Risk Influences Acceptance of Virtual Shopping Walls Steffen Jahn, Ann-Christin Langer, Ossama Elshiewy, Yasemin Boztuğ Steffen Jahn, Ann-Christin Langer, Ossama Elshiewy, Yasemin Boztuğ 35–46
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Marketing ZFP , page 3 - 21

The Effect of Consumer versus Industry Effectiveness on Willingness to Reduce Waste and Reuse Products

Autoren

Anna Mei Habitzreuter Michaela Soellner Joerg Koenigstorfer

DOI
- doi.org/10.15358/0344-1369-2020-4-3
- ISSN: 0344-1369
- ISSN online: 0344-1369
Zusammenfassung

The goal of the study is to assess the influence of consumer versus industry effectiveness states, generated by message frames when providing information to consumers, on their behavioural intentions to reduce waste and reuse products. A pre-study identifies appraisal-based emotions depending on whether either industries or consumers were framed as more effective in reducing waste. Three experimental studies were conducted in the USA and Brazil to test the downstream effects of such communication. The studies showed that informed states of industry (versus consumer) effectiveness increased anger which in turn had a positive effect on behavioural intentions to reduce waste and reuse products (Studies 1-3). The relationship was stronger for individuals with low (versus high) concern for immediate consequences (Study 3). Policymakers may concentrate on informing consumers that their actions may not be sufficient as of today and that higher determination is needed to protect the environment.

Abstract

The goal of the study is to assess the influence of consumer versus industry effectiveness states, generated by message frames when providing information to consumers, on their behavioural intentions to reduce waste and reuse products. A pre-study identifies appraisal-based emotions depending on whether either industries or consumers were framed as more effective in reducing waste. Three experimental studies were conducted in the USA and Brazil to test the downstream effects of such communication. The studies showed that informed states of industry (versus consumer) effectiveness increased anger which in turn had a positive effect on behavioural intentions to reduce waste and reuse products (Studies 1-3). The relationship was stronger for individuals with low (versus high) concern for immediate consequences (Study 3). Policymakers may concentrate on informing consumers that their actions may not be sufficient as of today and that higher determination is needed to protect the environment.
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