Really, for the Greater Good? Impact of Message Frames and Reference Points Related to Packaging of Apparel Products on Brand Attitude

Many companies are struggling to address overconsumption and packaging, some are dissuaded by behavioral trends. However, Prospect Theory positions that individuals tend to act and/or form different attitudes based on the gain or loss frame. Literature also suggests that references and green consumer values interact with the frame, producing different results. Thus, this paper addresses the use of Prospect Theory and reference points in creating message stimuli for apparel brands’ sustainable packaging initiatives. The study uses a 2 (frame: gain/loss) x 2 (reference: personal/societal) x 2 (green consumer value: high/low) mixed method online experiment in which consumers were shown one of four message combinations for a sustainable packaging initiative. While the message did not have a significant effect on attitude towards the packaging initiative, three-way ANOVA results indicated reference and green consumer values act as moderators between frame and attitude towards the packaging initiative, which in turn impact brand attitude.