Proceedings of the 18th International Symposium on Management (INSYMA 2021)

<Previous Article In Volume
Next Article In Volume>

What Enhances the Consumer Utility Function on Environmentally Friendly Products? The Role of Message Framing in Marketing Communications

Authors
Andhy Setyawan, Noermijati, Sunaryo, Siti Aisjah
Corresponding Author
Andhy Setyawan
Available Online 29 June 2021.
DOI
10.2991/aebmr.k.210628.037How to use a DOI?
Keywords
Environmentally Friendly Products, Perceived Utility, Message Framing, Sustainability
Abstract

In the past few decades, environmental sustainability issues have helped change consumers’ behavior and consumption patterns. In addition to increasing consumer awareness of environmentally friendly behavior, consumers face two alternatives of consuming environmentally friendly or conventional products. Consumer behavior is closely related to utility theory. During their evaluation process, consumers tend to consume products that provide maximum value or benefit. An empirical phenomenon in emerging markets such as Indonesia shows that the consumption of environmentally friendly products is still much lower than conventional products. Using the utility and prospect theory, this study aims to provide a conceptual framework in enhancing consumer perceived utility of environmentally friendly products through message framing in marketing communications. The use of message framing in marketing communications is one practical way that marketers can do to change consumer preferences and increase consumer perceived utility for environmentally friendly products.

Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 18th International Symposium on Management (INSYMA 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
29 June 2021
ISBN
10.2991/aebmr.k.210628.037
ISSN
2352-5428
DOI
10.2991/aebmr.k.210628.037How to use a DOI?
Copyright
© 2021, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

risenwbib
TY  - CONF
AU  - Andhy Setyawan
AU  - Noermijati
AU  - Sunaryo
AU  - Siti Aisjah
PY  - 2021
DA  - 2021/06/29
TI  - What Enhances the Consumer Utility Function on Environmentally Friendly Products? The Role of Message Framing in Marketing Communications
BT  - Proceedings of the 18th International Symposium on Management (INSYMA 2021)
PB  - Atlantis Press
SP  - 223
EP  - 227
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210628.037
DO  - 10.2991/aebmr.k.210628.037
ID  - Setyawan2021
ER  -