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Arpan, L. M., Xu, X., Raney, A. A., Chen, C. -fei, & Wang, Z. (2018). Politics, values, and morals: Assessing consumer responses to the framing of residential renewable energy in the United States.
Energy Research & Social Science
Despite growing availability of renewable energy or "green pricing" programs for residential use, consumer adoption in the U.S is limited. Existing data indicate that consumer values and political orientation-both of which reflect moral considerations-are associated with interest in renewable energy policies and use. An online experiment (n = 317) tested whether promotional messages framing renewable energy as consistent with participants' primary moral concerns, as delineated by moral foundations theory, would indirectly lead to more positive message evaluation and greater willingness to pay for such programs. Specifically, the interactions of framing effects with participants' political orientation were examined, as were the mediating roles of message-induced hope and personal moral norms. Results indicated political orientation was the most consistent predictor of message-induced hope, personal moral norms, and willingness to pay. Message framing did not interact with political orientation to influence mediating or outcome variables. Main effects of framing on hope were identified. Implications for promotion and adoption of residential renewable energy programs are discussed.
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Xu, X., Arpan, L. M., & Chen, C. -fei. (2015). The moderating role of individual differences in responses to benefit and temporal framing of messages promoting residential energy saving.
Journal of Environmental Psychology
This study examined how framing of residential energy-saving benefits as environmental or economic (i.e., benefit framing) and long-term or short-term (i.e., temporal framing) influenced individuals' attitudes toward and perceived outcome efficacy of energy-saving behaviors, and, especially, how individual differences in environmental concern, political orientation and consideration of future consequences (CFC) moderated message framing effects. Data were collected from 461 U.S. residents in an online experiment. Results from moderated regression analyses suggested that environmentally framed benefits induced more positive attitudes toward energy saving than economically framed benefits among those with moderate levels of environmental concern and among more politically liberal participants, suggesting that environmentally framed messages might stimulate positive responses only within a subset of U.S. energy consumers. Short-term, economic benefits induced the most positive attitudes and highest outcome efficacy among participants with lower levels of CFC. Implications for promotional messages about energy saving are discussed.
Consideration of future consequences
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