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Ảnh hưởng của hiệu ứng đóng khung thông điệp đến hành vi tiêu dùng mỹ phẩm xanh

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Bài nghiên cứu tập trung vào kiểm tra tác động của đóng khung thông điệp đối với các hành vi ủng hộ môi trường qua vai trò trung gian của “sự tự thỏa mãn” trong bối cảnh ngành công nghiệp mỹ phẩm. Để hiểu rõ hơn mời các bạn cùng tham khảo nội dung chi tiết của bài viết này.

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  1. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 THE EFFECT OF MESSAGE FRAMING ON GREEN COSMETICS CONSUMPTION ẢNH HƯỞNG CỦA HIỆU ỨNG ĐÓNG KHUNG THÔNG ĐIỆP ĐẾN HÀNH VI TIÊU DÙNG MỸ PHẨM XANH MA, Nguyen Thi Phuong Linh; Le Minh Hanh; Huynh Yen Nhi Bui Thi Thanh Thao; Pham Le Doan Thuy; Nguyen Ngoc Tram University of Economics and Law – Vietnam National University - HCM linhntp@uel.edu.vn Abstracts These days, the increasing demand of customers for green products requires businesses across various sectors, including cosmetics companies, to implement green product communications that can activate customers’ pro-environmental behaviors. However, companies are still struggling to develop effective communication strategies to help customers involve in environmentally friendly actions. To resolve this problem, we explored the crucial role of positive and negative message framing in boosting green cosmetic products. Our research concentrates on examining the impact of message framing on pro-environmental behaviors through the mediator role of warm glow feeling in the context of the cosmetics industry. By conducting a study based on experimental design, we found that negatively framed messages are more persuasive than positively framed ones in fostering consumers to participate in pro-environmental behaviors. Furthermore, we also present the theoretical and managerial implications as well as limitations and some directions for future research in the last parts. Keywords: Communication, Green cosmetics consumption, Negative message framing, Positive emotions, Pro-environmental behavior, Warm-glow feeling Tóm tắt Ngày nay, nhu cầu ngày càng tăng của khách hàng đối với các sản phẩm xanh đòi hỏi các doanh nghiệp thuộc nhiều lĩnh vực khác nhau bao gồm các công ty mỹ phẩm phải thực hiện các chiến dịch truyền thông cho sản phẩm để có thể kích thích hành vi ủng hộ môi trường và mua hàng của khách hàng. Tuy nhiên, các công ty này vẫn đang gặp khó khăn trong việc tìm ra và phát triển chiến lược truyền thông hiệu quả giúp khách hàng tham gia các hành vi thân thiện với môi trường. Để giải quyết vấn đề này, chúng tôi khám phá vai trò của đóng khung thông điệp tích cực và tiêu cực trong việc thúc đẩy các sản phẩm mỹ phẩm xanh. Nghiên cứu của chúng tôi tập trung vào kiểm tra tác động của đóng khung thông điệp đối với các hành vi ủng hộ môi trường qua vai trò trung gian của “sự tự thỏa mãn” trong bối cảnh ngành công nghiệp mỹ phẩm. Bằng cách tiến hành một nghiên cứu dựa trên thiết kế thực nghiệm, chúng tôi thấy rằng các thông điệp đóng khung tiêu cực có sức thuyết phục hơn các thông điệp đóng khung tích cực trong việc thúc đẩy người tiêu dùng tham gia các hành vi ủng hộ môi trường. Hơn nữa, chúng tôi cũng trình bày 908
  2. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 những đóng góp về mặt lý thuyết và quản lý cũng như những hạn chế và một số định hướng cho nghiên cứu trong tương lai ở các phần cuối. Từ khóa: Truyền thông, Tiêu dùng mỹ phẩm xanh, Khung thông điệp tiêu cực, Cảm xúc tích cực, Hành vi ủng hộ môi trường, Sự tự thỏa mãn 1. Introduction The cosmetics industry is a prosperous global business. Beyond the potentials this industry has offered, it has been considered as one of the factors triggering the increasing level of environmental pollution, especially the aquatic environment (Juliano & Magrini, 2017). In recent years, these environmental problems have raised concern in customers for consuming green products, which can help to reduce the negative impact on the ecosystem and achieve sustainability (Bom, Ribeiro, Marto & Jorge, 2019). When the demand for using green products increases, enterprises in various fields all over the world are increasingly catching up with the consumers’ desire to go green. Also, companies have to adopt effective social marketing campaigns to convince customers to choose their green products (Kalamas et al., 2014). The social marketing campaigns implemented by companies may make consumers cease some behaviors or engage in some new acts (Watson et al., n.d.). In the cosmetics industry, companies are also concerned about finding persuasive communication strategies that can activate customers’ green consumption (Amberg & Fogarassy, 2019). According to Kalamas et al. (2014), communication strategies are still a big question for many companies, including cosmetics ones. For that reason, there are various studies conducted to research the relationship between firms’ communication and customers’ green consumption. Previous researches figured out the more powerful impact of negative message frames than positive message frames on the consumers’ pro-environmental behavior (H. Chang et al., 2015; Olsen et al., 2014). Many researchers argued that the mechanisms behind this phenomenon are emotional effects, especially negative emotions such as shame, guilt, fear (Boudewyns et al., 2013; Perloff, 2010). Meanwhile, to the best of our knowledge, the way framing messages activate pro-environmental behaviors through positive emotional effects has not received much consideration. Moreover, no current research evaluates warm glow feeling as the mediator in the correlation of message frames and green behaviors. Thus, our research focuses on measuring the influence of framing messages on pro-environmental behaviors through the mediator - warm glow feeling in the context of the cosmetics industry. 2. Literature review 2.1. Cosmetics industry and its impact on environments Cosmetics are defined as the mixture of a range of ingredients that are used to care for the body and face to remain or to enhance the appearance of the human (Okereke, Udebuani, Ezeji, Obasi & Nnoli, 2011). Sustainability and cosmetics are two separate terms in many people’s opinion. The impacts of cosmetics on the environment used to be underestimated. Bom et al. (2019) showed that in the cosmetics life cycle, raw materials or ingredients take an important part of sustainability for the reason that they have adverse effects directly on the ecosystem and 909
  3. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 human health. Supporting this point, according to Juliano, C., & Magrini, G. (2017), UV filter, some preservatives (parabens, triclosan), and microplastics are common components in cosmetics industries, which are considered to be directly involved in environmental pollution. Fonseca- Santos, Corrêa,, and Chorilli (2015) showed that cosmetics product selection, packaging, and manufacturing processes all have significant environmental influences. The huge consumption of personal care products and their ingredients (PCPs) has raised the concern about their greater frequency and persistence in the environment, mainly in the water compartment and aquatic environment. They not only have immediate effects but also put the long-term detrimental hazards on the environment. And nowadays, there is an increasing concern about the cosmetic industry’s effects on the ecosystem and this is in line with the trend of increasing environmental and health awareness (Amberg & Magda, 2018). Natural and organic materials have been proved that they have the potential to be applied into high-value consumer products on both economic and biological aspects (Skjånes, Rebours & Lindblad., 2013; Mahesh & Fathima, 2019). Thanks to those, consumers, as well as producers, tend to support more for green or natural cosmetics. They consider that not only themselves but also people in the future generation will choose the products that protect the state of the environment more and more (Amberg & Fogarassy, 2019). 2.2. Message framing In promoting green products, communication plays a vital role in shaping consumers’ attitudes and behaviors (Olsen et al., 2014). Previous studies explored that the number of claims used in a message and the kind of language can significantly influence communication effectiveness (Olsen et al., 2014; Kronrod et al., 2012). Furthermore, recently, a wide range of research about the way information presented has been devoted by scholars (Shiv et al., 1997; Yang et al., 2015). According to Loroz (2007) and Fazio (2007), the framing of a claim or message has supreme importance in impacting consumers’ responses. Message framing refers to “highlighting certain aspects and making them more salient in communication” (Entman, 1993). Correctly, many previous studies have shown that messages can be framed in various ways, which involve either positively or negatively (Detweiler et al., 1999; Rimer & Kreuter, 2006). This type of framing effect is goal framing that has become popular in academic studies of communication efficacy (I. P. Levin et al., 1998). I. P. Levin et al. (1998) and Meyerowitz & Chaiken (1987) defined negatively framed messages as those emphasizing adverse outcomes of not undertaking a certain action, whereas positively framed messages highlight the potential benefits of adopting a certain action. For example, message frames about sunscreen can be presented concerning the benefits of using sunscreen (positive frames) or about the risks of not using sunscreen (negative frames) (Spence & Pidgeon, 2010). Furthermore, some extant researches on goal framing suggest that negative frames generally tend to be more effective than positive ones in driving the behavior (Banks et al., 1995; Meyerowitz & Chaiken, 1987; Schneider et al., 2001). Prior social marketing studies have also investigated further evidence for the effectiveness of negatively framed messages in terms of health-related behaviors. For instance, this notion has been supported by findings related to mammography screening (Banks et al., 1995), HIV-testing (Kalichman & Coley, 1995), skin 910
  4. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 cancer examinations (Block & Keller, 1995), and breast self-examinations (Meyerowitz & Chaiken, 1987). In promoting pro-environmental behavior, Lord (1994) found that negative message frames are more influential than positive message ones. Further to this, other findings also provide support for this notion such as recycling behavior (Grazzini et al., 2018; Lord, 1994), energy conservation (Obermiller, 1995), and organic food consumption (M.-C. Chang & Wu, 2015). In line with previous research, a study by Van de Velde et al. (2010) has found that positively framed messages emphasizing environmental benefits people can gain by consuming biofuels are less persuasive than negative framed counterparts in affecting consumers’ purchase intentions to biofuels. Moreover, many studies have discovered the relative effect between valenced message framing and emotional appeals on certain behaviors (Nabi et al., 2018; van ’t Riet et al., 2010). Nabi (2003) revealed that when particular emotions are combined with precise ideas or events, which can considerably impact on consumers’ cognitive information processing and response to communication. More specifically, the study of Ghuge (2010) indicated that positive frames are more persuasive than negative ones under the negative emotion while negative frames are more effective than positive ones under the positive emotion in fostering the purchase intentions of anti-alcohol addiction vaccine. Furthermore, emotional appeals have been considered as essential factors impacting on environmental communication (Lu & Schuldt, 2015; Yang & Kahlor, 2013). Following this point, according to Spence & Pidgeon (2010), the research has been demonstrated that the negative frame may give rise to more fear than the positive frame in influencing climate change attitudes. In this study, our research concentrates on examining emotional appeals of message frames. In particular, we investigate whether and how positive emotions are activated by message framing, which leads to an impact on promoting the positive attitude and intention in using green cosmetics. 2.3. The effects of emotions in marketing communication People will urge to take actions such as responding to the emotions they encounter (Kühne & Schemer, 2013). According to Carrus et al. (2008), human beings need mechanisms to help them evolve and adapt to changing environments - the basic mechanism is emotion. Carrus et al. (2008) also argue that these values for environmental support behaviors can be mediated by other psychological factors that affect behavior in different ways. Many empirical studies analyzed the effects of emotions on human behavior based on negative emotional valences or positive emotional valences (Kreibig, 2010). In more detail, anger, anxiety, disgust, embarrassment, fear, and sadness are negative emotions and affection, amusement, contentment, happiness, joy, pleasure, pride and relief are positive emotions. These emotions have shown the effects to encourage people to take behaviors, such as minimizing alcohol consumption (Lickel et al., 2011; Rees et al., 2014; Kubacki et al., 2015; Russell & Griffiths, 2015). There are many studies conducted on the effects of negative emotions on behaviors. Brennan & Binney (2010) argued that psychological discomforts resulting in actions to respond to emotions that they encounter, especially the negative ones (Amatulli et al., 2017; Kühne & 911
  5. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Schemer, 2013). Therefore, social communication campaigns often take advantage of negative emotions to attract people to implement responsible actions, such as responsible drinking and driving, HIV/AIDS campaigns, fire preventions, recycling, and using public transport (Carrus et al., 2008; Brennan & Binney, 2010; Amatulli et al., 2019). Moreover, Chawla (1998, 1999) advocates that emotions can trigger environmental protection actions, which is especially true if those emotions can evoke human feelings for nature. Besides the negative emotions that affect behavior, it still has studies on the effects of the positive ones. Brennan & Binney (2010) argues positive emotions, such as humor, are better in encouraging people to receive and spread the messages, especially encouraging people to take voluntary actions. Consistent with the broaden-and-build theory (Fredrickson, 2000), people will tend to be more involved in environmental activities when they feel positive. In addition, the daily positive effect can have many influences on daily pro-environmental behavior (Bissing- Olson et al., 2013). In another aspect, Tugade et al. (2004) suggested that positive emotions play a vital role in boosting in dealing with specific negative aspects. Furthermore, Meyerowitz & Chaiken (1987) also emphasized the relationship between positive emotion and message framings, which positively framed messages, may highlight the potential benefits of adopting a certain action, in particular, it is shown through positive emotions that have a strong impact on consumer behavior. Even though the positive emotions have been studied on its effects toward behavior, it omits the relationship between the positive effects and green cosmetics consumption behavior. Therefore, it is worth researching the effects of positive emotions in encouraging people to take actions in promoting green cosmetics products. 2.4. Warm-glow feeling The term “warm-glow” represents positive feelings which are considered the emotional reward deriving from doing goods (Andreoni, 1990). “Warm glow” was first introduced by Isen (1970) as an emotion that people experience when they “feel good themselves”. This research found the warm glow has a likelihood of indulging prosocial actions. In 1972, Isen and Levin carried out two experiments called “cookies and kindness” to demonstrate the notion that “feeling good leads to helping” (Isen & Levin, 1972). Further theory about warm glow was developed by Andreoni (1990). He proposed that the driver of people’s charitable behavior such as donations originated from their benefit called “warm glow giving” rather than their desire to contribute to the public goods. Later there have been many empirical studies about the role of warm-glow in the environmental aspect. Clark et al. (2003) figured out among emotional factors, warm-glow is one of the important causal factors leading to pro-environmental behaviors. The study of Sangroya & Nayak (2017) has shown the effect of warm-glow that encourages people to take pro- environmental behaviors due to the satisfaction of their contribution. Hartmann et al. (2017) have found that the warm-glow effect is not only antecedent driving people to take pro-environmental behavior, but also is the reason for people to continue to take these future actions. Warm-glow feeling strongly motivates people to take action, such as taking climate change reduction actions, accepting tax on carbon emission, and saving electricity (Hartmann et al., 2017; Lilley & Slonim, 912
  6. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 2014). From the previous studies, it can be referred to as a positive relation between warm glow feeling and pro-environmental behavior. 2.5. Pro-environmental behaviors Pro-environmental behaviors are defined as activities that may have positive effects on the sustainability of the environment (Ones et al., 2015). In other words, they are the actions people take to minimize the detrimental influences on the ecosystem (Kollmuss & Agyeman, 2002). In prior researches, it can be seen that behaviors related to environment protection are motivated by a wide range of dimensions. The features of demography and concerns about environmental issues are considered drivers of pro-environmental behaviors (Ones et al., 2015). Kollmuss & Agyeman (2002) supported the notion that emotional reactions are in direct ratio to the likelihood of engaging in eco-friendly behaviors. The research of Ones et al. (2015) mentioned the causal relation of environmental values and attitudes with environmental protection behaviors. Furthermore, pro-environmental behaviors have also been studied to apply in various fields such as tourism and organic food. In particular, Mair & Laing (2013) explored a new useful method associated with the Transtheoretical Model to contribute to social marketing and advertising activities in some exhibitions to raise awareness of green travel behavior. Besides, according to Chang & Wu (2015), the organic food industry should create message framing related to environmental consequences, which can promote pro-environmental behaviors. There are different examples related to environmental protection behaviors such as reducing the amount of energy and emission in the manufacturing industry, avoiding poisonous substances, minimizing waste, as well as, applying to recycle for reusable items. To the views of Amatulli et al. (2017), the donation is also considered as a useful way to facilitate people to take part in the pro- environmental actions. From that point, in this research, pro-environmental behaviors are measured through donations. 2.6. Research gap and proposed hypothesis Prior studies focus on the way to frame the message to promote the consumers’ attitude and behavior in particular contexts and many suggested that negative messages could have more influence in changing customer’s behavior than positive ones (Banks et al., 1995; Schneider et al., 2001; Lord, 1994;Van de Velde et al., 2010). However, the relationship between the emotional mechanism and message framing valence in which communicates with the consumers about the pro-environmental attribute of the products still remains a new idea (Amatulli et al., 2017; K. Peattie, 2010). According to Amatulli et al. (2017), the effects of message framing on pro- environmental behavior are explored through mediation variables which are negative emotions. Specifically, in that research, shame and guilt are considered as negative emotions in motivating the relationship between message framing and pro-environmental behaviors. Although the research of Amatulli et al. (2017) investigated the mediating role of the emotional effects in this correlation, it only focused on analyzing negative emotional appeals while positive emotions were not mentioned in this research. Thus, in this study we focus on investigating the relationship of message framing and positive feeling, more particularly in warm- glow feeling. 913
  7. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 There are several previous studies which proved the positive relationship between warm glow and the pro-environmental behaviors (Clark et al., 2003; Lilley & Slonim, 2014; Sangroya & Nayak, 2017; Hartmann et al., 2017) . The warm glow feeling is also demonstrated to be the antecedent driver of pro-environmental behaviors in the study of Hartmann et al. (2017) and Sangroya & Nayak (2017). Furthermore, to the best of our knowledge, no research has addressed warm-glow feeling as the mediator for the impact of message framing on pro-environmental behaviors. From these research gaps, in this research, our team focuses on researching the mediation role of warm-glow feeling to the relationship between framing messages and pro- environmental behaviors in purchasing green cosmetic products. The hypothesis we propose in this research is: H1: Negative message frames are more likely to drive customers to pro-environmental behaviors than positive message frames, and this impact is mediated by the warm glow. Fig 1. Proposed research framework 3. Methodology This study uses the method of experimental research -between-subjects design to measure the impact of the message framing on customers’ pro-environmental behaviors through the effect of warm-glow feeling. The research uses online questionnaires to collect enough data for this experimental study. With the virtual snowball sampling methods, the online questionnaire was sent through pages and groups of friends on Facebook, student communities. Our team designed three different message versions, each respondent will randomly receive only one among three versions and answer the related questions. Before launching the official survey, our team conducted a pilot study with a small sample size of 20 people to validate the questionnaire length, eliminate vague questions, check the understanding level of respondents, and improve the wording of three message. 3.1. Message framing design With regard to creating three different message versions, the content of the message was built following the research of Amatulli et al. (2017). The structure of messages consists of three main parts. ( see in Appendix 1) Part 1: The scientific information related to microbeads in facial cleanser products. Part 2: The message demonstrated the environmental advantages related to the pro- environmental facial cleansers and the environmental weaknesses related to less pro- environmental ones. Furthermore, non-microbead facial cleansers are more expensive than microbead facial cleansers. 914
  8. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Part 3: In particular, the positive message shows that buying non-microbead facial cleansers could have a favorable effect on the environment. By contrast, the negative message illustrates that purchasing microbead facial cleansers may pose a risk to the environment. In the neutral message, it has not mentioned the environmental consequences associated with their purchasing decisions. 3.2. Measurement Warm-glow feeling: Based on the research of Hartmann et al. (2017), we applied Warm- glow variable as a mediator to measure the consensus level of the participants with the emotional factors of warm-glow, the emotional factors of warm-glow are divided into four attributes: pleasant of the feeling of personal satisfaction, happy, pleased and satisfied. All of these factors are measured on a Likert scale of level 5. Pro-environmental behavior via Donation: According to Amatulli et al. (2017), pro- environmental behaviors can be measured through donations. In order to measure respondent’s pro-environmental behaviors, based on the research of Summers et al. (2016), we have given the situation that the respondents have a chance to become 1 in 20 lucky people and receive a gift worth 100,000 VND and whether they are willing to donate a part of the amount of money received to the CHANGE Fund in Vietnam or not. Specifically, CHANGE Fund in Vietnam is a non-governmental organization and established to contribute to the development in Vietnam by joining hands in protecting the environment for society. We used a continuous scale from 0 to 100,000 VND in order to accurately measure the amount of money that respondents accept to use for donations with the aim of promoting and raising awareness of consuming environmentally friendly facial cleansers, particularly non-microbead facial cleansers. The list of 20 lucky people receiving 100,000 VND and letter of thanks from CHANGE organization ( see in Appendix 2). 3.3. Sample size design To estimate the number of the sample size to optimize the effect of our research, we used GPower software. According to Cunningham & McCrum-Gardner (2007), to calculate the total estimated sample size, we need to determine the alpha, the beta, the power level, and the effect size. The power level is considered as the ability to find differences or relationships between groups. Furthermore, the effect size measures those differences based on the collected result of the Experimental group and the Control group. This coefficient also shows the effectiveness of solving the problems. In our study, we use two main analysis methods, the one-way ANOVA and the mediation analysis. We apply the GPower program to estimate the total sample size for each analysis. The effect size we expected is medium, standardized by Cunningham & McCrum-Gardner (2007). ● With the data analysis method standard (see 3.4.2), we proceed to apply the alpha=0.05, the beta=2, power=0.9, and the standardized medium effect size is 0.25 for the one-way ANOVA test. The total sample size we estimated by the program is 206 (see more in appendix 3). ● For the mediator analysis, with the alpha=0.05, power=0.9, and the standardized medium effect size is 0.15, the result we got is 88 (see more in appendix 3). 915
  9. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 With the 269 collected sample size, we got the actual sample sizes more massive than the estimated one (206 and 88). Therefore, the sample size is qualified for us to go to the next analysis. 4. Results and discussion 4.1. Results After collecting data, our team collected 316 official survey responses. Among these, we filtered out 269 fully informative and accurate questionnaires to conduct the analysis. The demographic of the sample are described in the table below. Table 1. Descriptive statistics and the typical frequency of the sample Male 27,5% Gender Female 69,5% Non-students 22,7% Job Students 77,3% Below university degree 9,3% Educational Level College and University 89,2% Postgraduate degree 1,5% Under 5 million/month 68% 5-10 million/month 16,4% Income 10-15 million/month 10% Above 15 million/month 5,6% Everyday 70,7% Frequency of using Regularly (3-4 times/week) 15,6% the facial cleansers Less than once per week 13,7% Firstly, we would like to see three different messages on the outcome variable- the donation. The data shown in Fig 3.1 revealed the significant difference in the donation amount among three versions. The one-way ANOVA was used, the overall effects of three messages F(2, 268) = 24.75, ρ = 0.000 < 0.05. Negative frame (M = 83,627; SD = 26,344.5) contributed to a larger amount of donation compared to both the positive frame (M = 66,534; SD = 32,693.4) and the neutral frame (M= 49,54; SD = 32383.6) (see appendix 4). We continued to examine the nature of the differences between the three means by applying Tukey HSD Post-Hoc Testing for ANOVA for the message framing variable in the donation. The results show the difference between these versions is significant, with all p-value is lower than 0.05. This result is consistent with the finding of Amatulli et al. (2017). 916
  10. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Fig 2. Donation as a function of message frame valance Then, to explore the potential mediating role of anticipated warm glow, we re-test the reliability of the scale by Cronbach’s alpha analysis to facilitate the subsequent analysis. Cronbach’s Alpha results show that all scales meet the demand for the Cronbach Alpha reliability coefficient of “Warm Glow” is ∝ = 0.919 by combining the respective scores obtained on the four sets of items. We continued to compare the difference in the warm glow feeling effect among three framing versions by applying ANOVA to the warm-glow variable. The result showed that there is a significant difference of the warm glow (F(2, 268) = 5.2, ρ = 0.006 < 0.05) which the negative frame, with M = 4.44; SD = 0.71 , increase anticipated warm glow for consumers more than the positive frame (M = 4.15; SD = 0.78) and the neutral frame (M = 4.14; SD = 0.76) (see appendix 4). Next, we continued to examine the nature of the differences between the three means by applying Tukey HSD Post-Hoc Testing for ANOVA for the message framing variable in the warm- glow variable. Post-hoc testing for ANOVA for three message versions finds the difference between versions is significant in the warm-glow variable. The results show the difference between the negative version and the positive version toward the warm-glow variable is significant, with the p-value is lower than 0.05 (p = .012 < 0.05). The results also show the difference between the negative version and the neutral version is significant, with the p-value is lower than 0.05 (p=.0360.05). Overall, ANOVA testing results offer initial evidence that the negative message frames might be more effective to consumers’ pro-environmental behavior than positive and neutral ones. Moreover, it 917
  11. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 appears that the negative frames have the possibility of producing a sense of anticipated warm glow. All of those support the hypothesis we proposed in chapter 2. To measure the mediating role of warm glow feeling, we run a mediation analysis in which donation amount as the dependent variable, warm-glow served as the mediator, and message framing valence served as the independent variable. Because message framing valence was three- category variable, we recorded it into two dichotomous variables in which the dichotomous variable of negative framing took the value 1 and the rest took the value 0, whereas when the message frame was positive, the variable took the value and 0 otherwise (Hayes & Preacher, 2014). In a series of linear regression, we consider negative framing as a covariate, according to the process suggested by Hayes & Preacher (2014), to detect the direct and indirect effect of the positive framing on the donation amount. A non-significant direct effect of positive framing on anticipated warm glow (ρ = 0.938) and a significant direct of positive framing on the donation amount (b = 0.52; t(265) = 3.45; ρ = 0.01) were found. We estimated that the positive framing indirect effect on the donation amount via anticipated warm glow by implementing the bootstrapping method in the PROCESS SPSS Macro by Hayes (2017, Model 4). As zero fell in the 95% confidence interval (CI), there was a non-significant indirect via the warm glow (see appendix 4). After that, we continued to explore the indirect and direct effects of negative framing on the donation amount while we treat positive framing as a covariate. The result shows that such direct effect of negative on anticipated warm glow reaches significant (b = 0.4, t (266) = 2.49, ρ = 0.014 < 0.05, 95% CI = 0.063, 0.546). The results also revealed a positive direct effect of anticipated warm glow on the amount of the donation amount expressing over b = 0.205, t(265) = 3.65 and ρ < 0.001 and a significant direct effect (b = 1.04, t (266) = 6.878, ρ < 0.001) (see appendix 4). Interestingly, the indirect effect of negative framing on the donation amount is significant (95% CI = 0.015, 0.17) (see Fig 3.2). Thus, this evidence confirmed that the warm glow mediated the effect of negative frame valence on the consumers’ pro-environmental behaviors, thus providing full empirical support for our hypothesis H1 we supposed. The above results have confirmed that warm glow is a mediator affecting the message frame and the number of donations, so we possibly explain why as a green product communication strategy, the negative frames might be more effective than positive ones. 918
  12. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 Indirect effect (via anticipated warm glow): 0.4 x 0.205 = 0.08 (95% CI = 0.015, 0.17) (Dotted arrow indicated non-significant effects) Fig 3. Mediation role of anticipated warm glow in the relationship between negative frame and donation. 4.2. Discussion Despite the companies having been spending significant efforts in production to increase the number of pro-environmental products, effective communication strategies are still ambiguous for the managers (Amatulli et al., 2017). Therefore, the relationship between the emotional mechanism and message framing valence in which communicates with the consumers about the pro-environmental attribute of the products still remains a new idea (Amatulli et al., 2017; K. Peattie, 2010). So, we conducted this research to indicate the role of the message framing valence in pursuing people to take pro-environmental actions by donating money for the organization that works related to environmental issues to reduce the impact of water pollution. Overall, this study empirically supports the idea that negative message framing pursues people to take pro- environmental behaviors that are driven by the effect of warm-glow in social marketing communication. Our results find that there are significantly different effects between the three versions toward donation behavior. Our results show the effects of message framing on pro-environmental behavior, particularly the effect of negative framing is more significant than the positive one on the behavior as the findings of Amatulli et al. (2017). Moreover, our study finds that the neutral message does not encourage people to take donation actions as much as the other message frames do. Subsequently, our findings prove the impact of the negative message on pro-environmental behavior is more outweighed than the others. The results also show a relationship between warm-glow effects and donation behavior, 919
  13. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 which is the effects warm-glow activates the behavior. Although warm-glow impacts on the behavior, we realize that the significance of these effects depends on the message version that arouses it. In other words, our results find that the message framing arouses warm-glow emotions, but the degree of emotions aroused is different from message versions. Particularly, the effects of the negative version toward warm-glow emotions are significant than the others, while the effects of the positive version and the neutral ones toward the warm-glow emotions do not significantly express. Subsequently, our findings prove the impact of the negative message on warm-glow emotions is more outweighed than the others. As realizing there are relationships between the message framing versions, warm-glow emotions, and donation behavior, we do a further analysis that proves the relationships among these variables. Therefore, we find that the warm-glow performs as a mediator between the message framing version and the pro-environmental behaviors in our study. In other words, messages create the warm-glow emotions, and afterward, these emotions affect the behavior that the messages aim to persuade people to take. As the different degrees of warm-glow aroused by versions, our study finds that negative message framing arouses warm-glow emotion in the recipient, thus making them more inclined to engage in pro-environmental behaviors that match with our hypothesis. In other words, the negative message overpowers the positive ones in stimulating the warm-glow emotion as well as encouraging people to donate. Towards the neutral version, its effects on either donation or warm-glow are not significant. Subsequently, our results show that the negative version arouses warm-glow emotion then encourages people to take the behavior that is more meaningful than the others. 5. Conclusion and implications The present finding contributes to the extent literature arguing the central role of emotions in appealing people to take pro-environmental behaviors (Amatulli et al., 2017; Laros & Steenkamp, 2005). Our finding contributes to the understanding of warm-glow effects in message framing that can drive people to take environmental behaviors. The research findings provide practical implications for managers in the cosmetic industry. Decision makers in green cosmetic companies can apply negative frames to promote their products, which can increase the effectiveness of communication strategies as well as prompt consumers’ pro-environmental behaviors. Furthermore, the results of the research have significant benefits for non-profit organizations in persuading people to take pro-environmental behavior by donating to pro- environmental issues. From the perspective of our team, the warm-glow effect can help consumers to actively participate in pro-environmental actions through the consumption of green cosmetics and spread positive actions to the community. The study limits research on the relationship between message framing and pro-environmental behaviors driven by the warm-glow effects that ignore other factors such as the awareness of warm-glow effects or the motives of warm-glow may also trigger environmentally friendly behaviors. Subsequent studies should expand the scope of research in various fields such as the energy industry and manufacturing industry. REFERENCES Amatulli, C., De Angelis, M., Peluso, A. M., Soscia, I., & Guido, G. (2017). The Effect of 920
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  20. INTERNATIONAL CONFERENCE FOR YOUNG RESEARCHERS IN ECONOMICS & BUSINESS 2020 ICYREB 2020 impact green consumption behavior. Journal of Business Research, 68(12), 2663–2675. https://doi.org/10.1016/j.jbusres.2015.04.004 Yang, Z. J., & Kahlor, L. (2013). What, Me Worry? The Role of Affect in Information Seeking and Avoidance. Science Communication, 35(2), 189–212. https://doi.org/10.1177/1075547012441873 APPENDIX Appendix 1: Questionnaire Chào bạn, chúng mình hiện đang tiến hành nghiên cứu tác động của truyền thông đối với quảng bá các sản phẩm mỹ phẩm thân thiện với môi trường. Nhóm chúng mình xin cam kết thông tin bạn cung cấp sẽ được bảo mật tuyệt đối và chỉ phục vụ cho mục đích nghiên cứu Để đảm bảo tính chính xác cho đề tài rất mong nhận được sự phản hồi chân thực nhất từ bạn! Xin chân thành cảm ơn sự hợp tác của bạn, Nhóm tác giả. 1. Hãy chọn một con số mà bạn thích từ 1 đến 9: A. 1 B. 2 C. 3 D. 4 E. 5 F. 6 G. 7 H. 8 I. 9 Giả sử bạn đang đọc tạp chí Môi trường & Sức khỏe và bạn đọc được một bài báo về sữa rửa mặt như sau: 927
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