The impact of message framing on intention to recycle clothes as a form of pro- environmental behavior: An eye-tracking study

Adrian H. Romero will defend his MS in Sustainability Management Thesis entitled "The impact of message framing on intention to recycle clothes as a form of pro- environmental behavior: An eye-tracking study"

April 25, 2024 at 4pm to 5:30pm

His adviser is Anna A. Mendiola, PhD

His panelists are:

Arvin Jay E. Boller, PhD

Norman S. Tanchingco, PhD

Abstract:
Fast fashion has been detrimental to the environment. One of the ways to address fast fashion is with sustainable fashion practices like recycling clothes. Thus, knowing how to communicate messages that promote recycling clothes should be a priority. The purpose of the study was to provide support in determining the influence of message frames and medium of the message on the intention of recycling clothes as a pro-environmental behavior by using eye-tracking technology (i.e. duration of fixations). A total of 36 Ateneo college students participated in the study. Results show that only gain-framed word-based messages have a direct influence on intention albeit with a weak negative association. Loss-framed word-based messages and gain-framed and loss-framed visuals do not have a direct influence on intention to recycle clothes as a form of PEB. Overall, the study provides insights on how to use message framing to inform communication strategies to effectively promote recycling clothes as a PEB. These are further discussed in the paper.