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<p>Inspired from Kahneman’s seminal contributions to the theory of framing, we test the impact of noun- versus verb-based framings (e.g., do not be a polluter versus do not pollute) on individuals’ behavioral intentions towards two pro-environmental messages aiming at reducing waste. Using a non-incentivized laboratory experimental survey, we find a significant effect of messages framed as verb-based actions (i.e., do not pollute, do not waste) in driving individuals to sign a petition in favor of garbage recycling and accept to receive tips about food waste. Additionally, we also identify a significant negative influence of reactance, hampering pro-environmental behavior. We discuss our exploratory results keeping in mind the humility that characterizes Kahneman’s scholarly legacy.</p>

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Targeting the Sin or the Sinner? Applying Kahneman’s Insights to Frame Environmental Messages for Better Waste Management

  • 期刊论文

  • 发表日期：

    2025年2月26日

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  • Gilles Grolleau,
  • Luc Meunier,
  • Naoufel Mzoughi

摘要

Inspired from Kahneman’s seminal contributions to the theory of framing, we test the impact of noun- versus verb-based framings (e.g., do not be a polluter versus do not pollute) on individuals’ behavioral intentions towards two pro-environmental messages aiming at reducing waste. Using a non-incentivized laboratory experimental survey, we find a significant effect of messages framed as verb-based actions (i.e., do not pollute, do not waste) in driving individuals to sign a petition in favor of garbage recycling and accept to receive tips about food waste. Additionally, we also identify a significant negative influence of reactance, hampering pro-environmental behavior. We discuss our exploratory results keeping in mind the humility that characterizes Kahneman’s scholarly legacy.