Why not use personal norms in message framing?: Understanding the importance of self-consciousness and green preference when promoting pro-environmental behaviour

Key Points

• Pro-environmental behaviour significantly improves when personal norms are used in message framing, highlighting the importance of custom approaches.
• Key evidence shows that individuals with high self-consciousness respond better to messages that align with their personal norms and green preferences.
• The study employs observational analysis to explore the relationship between self-consciousness, green preference, and effective message framing.
• These findings indicate the need for tailored communication strategies in environmental campaigns to maximize engagement and impact.