Negatively framed eco-ratings motivate green intentions through anticipated pride
by Karen Gorissen, Berre Deltomme, Bert Weijters, Hans Baumgartner
Highlights
Framing eco-ratings negatively (vs. positively) increase purchase intention of the most ecological option from a choice set.
Eco-ratings positively affect anticipated pride, which increases purchase intention.
The effect of eco-ratings on pride is stronger when eco-ratings are negatively (vs. positivey) framed.