Sustainability and Social Responsibility

Green Message Framing Effects on Social Media Engagement: Moderating Role of Morality Traits

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Abstract

Environmental plastic pollution is a global concern and consumers have shown a growing interest for brands that take responsibility at persevering the Earth. This study experimentally examines the interaction effect of green ad framing and morality traits on consumers' social media engagement. Two experimental studies were conducted to examine the proposed hypotheses. The results showed that the feasibility (vs. desirability) appeal was more effective in enhancing social media engagement for higher moral participants. However, no significant difference between message framing emerged for the lower moral participants. The current study makes several theoretical and managerial contributions. We suggest that individuals' morality is the key moderator that affects green marketing strategy on social media.

Keywords: Social media engagement, green ad campaign, construal level theory, moral identity, social media engagement

How to Cite:

Kim, S., Baek, T. & Childs, M. L., (2022) “Green Message Framing Effects on Social Media Engagement: Moderating Role of Morality Traits”, International Textile and Apparel Association Annual Conference Proceedings 78(1). doi: https://doi.org/10.31274/itaa.13389