The influence of consumer concern about global climate change on framing effects for environmental sustainability messages

Christopher L. Newman

University of Mississippi

Elizabeth Howlett and Scot Burton

University of Arkansas

John C. Kozup

Villanova University

Andrea Heintz Tangari

Wayne State University

Sustainability is achieved when all people on Earth can live well without compromising the quality of life for future generations.

(Jucker 2003)

Environmental sustainability continues to be an issue of considerable interest to marketing managers, non-profit organisations, government agencies and consumers around the world. It is becoming increasingly evident that current patterns of consumption are not sustainable in the long term; the world’s natural resources are being rapidly depleted while environmental damage accumulates. This is especially true with respect to the United States. Although only accounting for 4.6% of the world’s population, the United States consumes over 33% of the world’s resources (Cassara 2007). Clearly, the need to persuade US consumers to adopt more sustainable lifestyles has never been more urgent.