Article Dans Une Revue Environmental and Resource Economics Année : 2025

Targeting the Sin or the Sinner? Applying Kahneman's Insights to Frame Environmental Messages for Better Waste Management

Gilles Grolleau
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Luc Meunier
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Naoufel Mzoughi

Résumé

Inspired from Kahneman's seminal contributions to the theory of framing, we test the impact of noun-versus verb-based framings (e.g., do not be a polluter versus do not pollute) on individuals' behavioral intentions towards two pro-environmental messages aiming at reducing waste. Using a non-incentivized laboratory experimental survey, we find a significant effect of messages framed as verb-based actions (i.e., do not pollute, do not waste) in driving individuals to sign a petition in favor of garbage recycling and accept to receive tips about food waste. Additionally, we also identify a significant negative influence of reactance, hampering pro-environmental behavior. We discuss our exploratory results keeping in mind the humility that characterizes Kahneman's scholarly legacy.
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Dates et versions

hal-04926850 , version 1 (03-02-2025)

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  • HAL Id : hal-04926850 , version 1

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Gilles Grolleau, Luc Meunier, Naoufel Mzoughi. Targeting the Sin or the Sinner? Applying Kahneman's Insights to Frame Environmental Messages for Better Waste Management. Environmental and Resource Economics, In press. ⟨hal-04926850⟩
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