Document Type
Article
Publication Date
2022
Publisher
Emerald
Source Publication
Corporate Communications: An International Journal
Source ISSN
1356-3289
Original Item ID
DOI: 10.1108/CCIJ-01-2022-0003
Abstract
Purpose
The purpose of this study was to shed light on how effective environmental corporate social responsibility (CSR) communication can be achieved through persuasive communication strategies using message framing.
Design/methodology/approach
This study conducted an online experimental study with a 2 (narrative: narrative or non-narrative) × 2 (framing: gain or loss) between-subjects design.
Findings
The findings showed that environmental CSR communication using narrative framing messages is most effective in creating strong CSR associations between a company and the environmental CSR domain and sharing the company's CSR information on supportive communication and advocating for the environmental campaign.
Originality/value
This study highlights the importance of a company's environmental CSR communication efforts using the right message format (narrative style) to increase its persuasive sequence from CSR evaluation to supportive behaviors, contributing to theoretical development in the research of environmental CSR communication. This study suggests that environmental CSR campaign managers should first formalize the company's environmental responsiveness by clearly establishing policies and practicing CSR performance that could result in a strong CSR association before asking their target publics to engage in pro-environmental activities.
Recommended Citation
Kim, Young and Chon, Myoung-Gi, "Exploring Effects of Message Framing on Supportive Behaviors Toward Environmental Corporate Social Responsibility" (2022). College of Communication Faculty Research and Publications. 588.
https://epublications.marquette.edu/comm_fac/588
Comments
Accepted version. Corporate Communications: An International Journal, Vol. 27, No. 4 (2022): 760-780. DOI. © 2022 Emerald Publishing Limited. Used with permission.