Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Promoting Young Adults to Perform Energy Saving Behavior through Message Framing: A Lesson Learned from Indonesia

Author(s): Indah Fatmawati, Basu Swastha Dharmmesta, B.M. Purwanto, Sahid Susilo Nugroho

This study examined the effects of message framing in promoting electricity saving behavior among young adults. An integrated model of prospect theory, scarcity theory and individual differences theory was developed. The effects of message framing on participants’ attitudes were analyzed as well as the interaction effects of scarcity information and need for cognition. Laboratory experiments were conducted with 2 (positive and negative framing) x 2 (given scarcity information and not given the scarcity information) x 2 (high NFC and low NFC) between subjects factorial design. Participants were 228 students from 3 universities in Yogyakarta, Indonesia. Stimuli were given in the form of four pages booklet containing electricity saving messages. Based on the insignificant results of hypothesis testing, a focused group discussion research was conducted to find out the explanations of these phenomena in Indonesia. 

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