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Article

Effective Sustainability Messages Triggering Consumer Emotion and Action: An Application of the Social Cognitive Theory and the Dual-Process Model

Department Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA
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Academic Editor: Ioannis Nikolaou
Sustainability 2022, 14(5), 2505; https://doi.org/10.3390/su14052505
Received: 21 January 2022 / Revised: 14 February 2022 / Accepted: 17 February 2022 / Published: 22 February 2022
(This article belongs to the Special Issue Innovative Sustainable Practices from Product to Consumer)
Communication utilizing proper message framing is a crucial component in the promotion of sustainability and other related activities. Additionally, engaging all stakeholders in sustainable communication and endeavors is proven to be essential to corporate success. This is especially true for textile and apparel retailers, as they strive to gain competitive advantages through the incorporation of sustainability in their communication with their stakeholders. Therefore, promotional activities consisting of different message framing types can be a profitable way to reach, inform, and persuade consumers to engage in sustainable activities and to support corporate sustainability initiatives. Based on two theoretical foundations, the social cognitive theory and the dual-process model, this study investigates how different aspects of sustainability and message framing can persuade textile and apparel consumers to engage in sustainable behavior. The findings of this study demonstrated that each message framing type significantly influences the consumers’ emotion. Further, when the textile and apparel consumers purchase sustainable products, as a result of conscious decision-making or without much thought put into the buying decision, the act of buying sustainable products per se compels the consumers to make sustainable choices in the future. View Full-Text
Keywords: sustainability; social cognitive theory; dual-process model; message framing; triple bottom line sustainability; social cognitive theory; dual-process model; message framing; triple bottom line
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MDPI and ACS Style

Rakib, M.A.N.; Chang, H.J.; Jones, R.P. Effective Sustainability Messages Triggering Consumer Emotion and Action: An Application of the Social Cognitive Theory and the Dual-Process Model. Sustainability 2022, 14, 2505. https://doi.org/10.3390/su14052505

AMA Style

Rakib MAN, Chang HJ, Jones RP. Effective Sustainability Messages Triggering Consumer Emotion and Action: An Application of the Social Cognitive Theory and the Dual-Process Model. Sustainability. 2022; 14(5):2505. https://doi.org/10.3390/su14052505

Chicago/Turabian Style

Rakib, Mohammad Abu Nasir, Hyo Jung Chang, and Robert Paul Jones. 2022. "Effective Sustainability Messages Triggering Consumer Emotion and Action: An Application of the Social Cognitive Theory and the Dual-Process Model" Sustainability 14, no. 5: 2505. https://doi.org/10.3390/su14052505

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