플라스틱 남용을 줄이기 위한 친환경 메시지의 효과 발현에 호혜적/공감적 소구와 보편주의 성향이 미치는 영향

초록

When it comes to persuasion for pro-environmental behavior, most existing studies report that emotional appeals are more effective than rational appeals. To examine the bias in these results, we applied a reciprocal /empathic appeal designed to persuade altruistic behavior. We included a moderating effect of universalism orientation, as universalism is a known value that influences pro-environmental behavior. The experiment was conducted online with college students, and message effects were measured in terms of attitudes and behavioral intentions. After excluding participants with non-compliant responses, we analyzed data from 136 participants. The results showed the relative superiority of the reciprocal appeal in attitudes, and in behavioral intentions, individuals high in universalism showed higher intentions when exposed to the reciprocal appeal than individuals low in universalism, with no significant difference in the empathic appeal. These results, which can be interpreted as more effective for reciprocal than empathic appeal, provide evidence that rational cues that emphasize reciprocity can be actively utilized alongside emotional cues in the communication of pro-environmental messages.

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