“Tax” and “Fee” Message Frames as Inhibitors of Plastic Bag Usage Among Shoppers A Social Marketing Application of the Theory of Planned Behavior

@inproceedings{Muralidharan2016TaxA,
  title={“Tax” and “Fee” Message Frames as Inhibitors of Plastic Bag Usage Among Shoppers A Social Marketing Application of the Theory of Planned Behavior},
  author={Sidharth Muralidharan and Kim Bartel Sheehan},
  year={2016}
}
In response to the plastic bag pandemic, many studies have indicated that penalties can lower consumption of plastic bags but are only effective in the short term. For long-term impact, shoppers’ intrinsic motivations need to be explored. Using framing and the theory of planned behavior, the current study looked at how advertising messages framed as “avoiding a fee” (gain) and “paying a tax” (loss) can impact shoppers’ behavior to bring reusable bags. Findings from a hierarchical and multiple… CONTINUE READING