Purpose

The purpose of this paper is to investigate the effect of framing idle item recycling appeals as gains or losses on influencing consumers' idle item recycling intention by assessing the mediating role of perceived impact and the moderating role of product attachment.

Design/methodology/approach

In total, three experiments were conducted to gather data. The assumed hypotheses were verified using analysis of variance (ANOVA) and bootstrap analysis.

Findings

Study 1 illustrated that loss-framed messages are more persuasive than gain-framed messages for less-involved consumers in idle item recycling, whereas message framing shows no significant difference in more-involved consumers' intention. Study 2 suggested that perceived impact tends to increase less-involved consumers' recycling intention when the message is framed as loss. Study 3 demonstrated that less-involved consumers would react to idle item recycling messages when they are strongly attached to a product. Further, gain-framed messages are more efficacious than loss-framed messages in influencing more-involved consumers' recycling intention when they are strongly attached to a product.

Originality/value

Previous research focuses on promoting waste recycling behavior initiated by local, city or national governments. This study provides some of the first evidence on the influence mechanism of message framing on consumers' idle item recycling intention and offers insights into companies to develop effective advertising strategies for idle item recycling management.

中文翻译：

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消息框架在鼓励闲置物品回收方面的作用

目的

本文的目的是通过评估感知影响的中介作用和产品依恋的调节作用，研究将闲置物品回收诉求框架化为得失对影响消费者闲置物品回收意愿的影响。

设计/方法/方法

总共进行了三个实验来收集数据。使用方差分析 (ANOVA) 和自举分析验证了假设的假设。

发现

研究 1 表明，对于较少参与闲置物品回收的消费者而言，损失框架消息比增益框架消息更具说服力，而消息框架在更多参与消费者的意图上没有显着差异。研究 2 表明，当信息被框定为损失时，感知影响往往会增加较少参与的消费者的回收意愿。研究 3 表明，当他们对产品有强烈的依恋时，参与度较低的消费者会对闲置物品回收信息做出反应。此外，当消费者强烈依赖产品时，增益框架消息比损失框架消息更有效地影响更多参与的消费者的回收意图。

原创性/价值

以前的研究侧重于促进地方、城市或国家政府发起的废物回收行为。本研究为消息框架对消费者闲置物品回收意愿的影响机制提供了一些初步证据，并为公司制定有效的闲置物品回收管理广告策略提供了见解。