What Enhances the Consumer Utility Function on Environmentally Friendly Products? The Role of Message Framing in Marketing Communications

Setyawan, Andhy and Noermijati, Noermijati and Sunaryo, Sunaryo and Aisjah, Siti (2021) What Enhances the Consumer Utility Function on Environmentally Friendly Products? The Role of Message Framing in Marketing Communications. In: 18th International Symposium on Management (INSYMA 2021), 27- 29 May 2021, Online.

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Abstract

In the past few decades, environmental sustainability issues have helped change consumers’ be-havior and consumption patterns. In addition to increasing consumer awareness of environmen-tally friendly behavior, consumers face two alternatives of consuming environmentally friendly or conventional products. Consumer behavior is closely related to utility theory. During their evaluation process, consumers tend to consume products that provide maximum value or benefit. An empirical phenomenon in emerging markets such as Indonesia shows that the consumption of environmentally friendly products is still much lower than conventional products. Using the utility and prospect theory, this study aims to provide a conceptual framework in enhancing con-sumer perceived utility of environmentally friendly products through message framing in mar-keting communications. The use of message framing in marketing communications is one prac-tical way that marketers can do to change consumer preferences and increase consumer perceived utility for environmentally friendly products.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	Environmentally Friendly Products, Perceived Utility, Message Framing, Sustainability
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Andhy Setyawan 208014
Date Deposited:	17 May 2022 04:13
Last Modified:	01 Sep 2023 04:23
URI:	http://repository.ubaya.ac.id/id/eprint/41861

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