How to shape consumer reaction to corporate environmental communications: Accentuating the negative to build trust can elicit favorable intentions and behaviors

Companies may inform consumers about their pro-environmental actions by using either positively or negatively framed messages that, respectively, highlight the possible benefits deriving from such actions versus the drawbacks deriving from inaction.
Pino et al.

Management Slant

  • Negatively framed messages about a company’s pro-environmental actions exert a positive effect on the company’s perceived trustworthiness.
  • This positive effect, in turn, favorably influences consumers’ intentions and...
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