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Behavioral Sciences
Volume 15
Issue 12
10.3390/bs15121611
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This is an early access version, the complete PDF, HTML, and XML versions will be available soon.
Article

From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices

by
Alina Simona Tecău
1,
Cătălin Ioan Maican
2,
Eliza Ciobanu
1,
Camelia Schiopu
2,
Silvia Sumedrea
2,
Ioana Bianca Chițu
1,
Radu Constantin Lixăndroiu
2,* and
Gabriel Brătucu
1
1
Marketing, Tourism-Service and International Relations Department, Faculty of Economic Sciences and Business Administration, Transilvania University of Brasov, 500007 Brasov, Romania
2
Management and Economic Informatics Department, Faculty of Economic Sciences and Business Administration, Transilvania University of Brasov, 500007 Brasov, Romania
*
Author to whom correspondence should be addressed.
Behav. Sci. 2025, 15(12), 1611; https://doi.org/10.3390/bs15121611 (registering DOI)
Submission received: 1 October 2025 / Revised: 17 November 2025 / Accepted: 20 November 2025 / Published: 22 November 2025
(This article belongs to the Special Issue The Emotional Antecedents and Consequences of Buying and Consuming: A Multidisciplinary Perspective on Consumers’ Emotions—Second Edition)
Review Reports Versions Notes

Abstract

The study examines the emotional and physiological effects of message framing in sustainability communication. Specifically, it explores how different image–message combinations shape consumer engagement by measuring physiological arousal (activation), and emotional resonance (impact) across various product categories. By using Galvanic Skin Response data combined with a hierarchical cluster analysis, the research provides insights into how individuals process sustainability information at both emotional and cognitive levels. The results reveal diverse and nuanced reactions shaped by the interaction of message framing, topic, and gender. The identification of seven distinct response patterns contributes to emerging consumer typologies in sustainability communication, offering practical value for organizations seeking to tailor messaging, enhance audience engagement, and encourage sustainable behavior.
Keywords: emotional effects; sustainability communication; galvanic skin response; biometric measures; message framing; communication strategy optimization emotional effects; sustainability communication; galvanic skin response; biometric measures; message framing; communication strategy optimization

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MDPI and ACS Style

Tecău, A.S.; Maican, C.I.; Ciobanu, E.; Schiopu, C.; Sumedrea, S.; Chițu, I.B.; Lixăndroiu, R.C.; Brătucu, G. From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices. Behav. Sci. 2025, 15, 1611. https://doi.org/10.3390/bs15121611

AMA Style

Tecău AS, Maican CI, Ciobanu E, Schiopu C, Sumedrea S, Chițu IB, Lixăndroiu RC, Brătucu G. From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices. Behavioral Sciences. 2025; 15(12):1611. https://doi.org/10.3390/bs15121611

Chicago/Turabian Style

Tecău, Alina Simona, Cătălin Ioan Maican, Eliza Ciobanu, Camelia Schiopu, Silvia Sumedrea, Ioana Bianca Chițu, Radu Constantin Lixăndroiu, and Gabriel Brătucu. 2025. "From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices" Behavioral Sciences 15, no. 12: 1611. https://doi.org/10.3390/bs15121611

APA Style

Tecău, A. S., Maican, C. I., Ciobanu, E., Schiopu, C., Sumedrea, S., Chițu, I. B., Lixăndroiu, R. C., & Brătucu, G. (2025). From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices. Behavioral Sciences, 15(12), 1611. https://doi.org/10.3390/bs15121611

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