Fu X, Xu Y. Ex-ante reminders: The effect of messaging strategies on reducing non-sustainable consumption behaviors in access-based services.
Front Psychol 2022;
13:984222. [PMID:
36148125 PMCID:
PMC9486457 DOI:
10.3389/fpsyg.2022.984222]
[Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [Abstract] [Track Full Text] [Download PDF] [Journal Information] [Subscribe] [Scholar Register] [Received: 07/01/2022] [Accepted: 08/10/2022] [Indexed: 11/13/2022] Open
Abstract
Users’ non-sustainable consumption behaviors are affecting the sustainability of access-based services (ABSs), but ABS firms can utilize messaging strategies (ex-ante reminders) to persuade users to curtail their non-sustainable consumption behaviors. Through two online scenario-based experiments in China, this study determined that: (1) Compared with rational appeal messaging, emotional appeal messaging is better able to persuade consumers to curtail non-sustainable consumption behaviors. Furthermore, loss-framed messages are more effective than gain-framed ones. (2) Message appeal and message framing have an interactive persuasive effect on reducing such consumer behaviors. Loss-framed rational appeal messages are more persuasive at reducing non-sustainable consumption behaviors than gain-framed rational appeal messages, and gain-framed emotional appeal messages persuade consumers to reduce non-sustainable consumption behaviors more than loss-framed ones. (3) Consumers’ psychological ownership moderates the persuasive effect of messaging. Among consumers with a high level of psychological ownership of shared goods, only gain-framed emotional appeal messaging is effective at reducing non-sustainable consumption behaviors, whereas among consumers with low psychological ownership, the persuasive effect of loss-framed rational appeal messaging is more effective than gain-framed emotional appeal messaging. This study extends the research on non-sustainable consumption behavior management in ABSs and provides important inspiration for the management of ABSs consumer behavior.
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