This study examines the proenvironmental persuasion of the so-called normative framing that incorporates normative influence (i.e., social norms) into message framing (i.e., loss vs. gain). Across three green contexts (i.e., towel reuse, paperless adoption, and ugly food consumption), this study shows that normative gain is consistently more effective than both normative loss and pure normative influence in promoting proenvironmental act, which is particularly motivated by positively framed information under the prospect-theoretic reasoning. This superior effect of normative gain is explained by the psychological sequence from collective efficacy to self-efficacy as the serial underlying mechanism. This study further unveils the boundary condition of anthropomorphism in amplifying this superiority (i.e., Mr. Nature, happy earth face) and reveals that the advantageous effect of normative gain is stronger among those low in interdependent self-construal. Our findings might provide helpful and relevant guidelines for businesses to operate sustainably by shifting their customers' behaviors to be greener.

中文翻译：

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当规范框架拯救自然先生时：消费者功效在环保采用中的作用

本研究考察了所谓的规范框架的亲环境说服力将规范影响（即社会规范）纳入信息框架（即损失与收益）。在三个绿色环境（即毛巾重复使用、无纸化收养和丑陋的食物消费）中，这项研究表明，在促进亲环境行为方面，规范获得始终比规范损失和纯粹规范影响更有效，这尤其受到积极框架信息的推动在前景理论推理下。规范增益的这种优越效果可以通过从集体效能到自我效能的心理序列来解释，作为连续的潜在机制。这项研究进一步揭示了拟人化在放大这种优势方面的边界条件（即自然先生，幸福的地球脸）并揭示了规范增益的有利作用在相互依赖的自我构念低的人中更强。我们的研究结果可能会为企业通过将客户的行为转变为更环保的方式来实现可持续运营提供有用且相关的指导方针。