Motivating Pro-Environmental Behavior: Examining the Effects of Regulatory Fit, Message Framing and Image Framing

This study explored how different types of messages and images can encourage environmentally friendly behavior using regulatory focus theory. Essentially, this theory suggests that people are motivated by different types of goals—either promotion-focused (seeking gains) or prevention-focused (avoiding losses). The research aimed to find out if matching these types of messages and images with people's natural goal orientations could boost their eco-friendly actions.

We conducted an online experiment with 764 participants, randomly assigning them to one of four groups. Each group saw a different combination of an image and a message, which were framed as either promoting gains or preventing losses. We then analyzed how these different combinations affected participants' environmentally friendly behaviors.

Unexpectedly, we found that matching the type of message and image to people's natural goal orientation didn't significantly impact their eco-friendly actions. However, there was an interesting finding: for those with a strong focus on seeking gains (promotion focus), mismatched messages and images seemed to work better. In contrast, those with a low promotion focus responded better to matching messages and images.

Additionally, our analysis showed that images with a prevention focus (emphasizing avoiding harm) led to more eco-friendly behavior than those with a promotion focus.