The Effect of Moral Appeals on Plastic-Free Packaging Choices With the Moderating Role of Environmental Attitudes

Given the profound environmental impact of single-use plastic packaging, this study addresses the influence of moral appeals and environmental attitudes regarding plastic-free consumer choices in the UK. Utilizing an experimental between-subject design (N = 263), moral appeals were expected to influence plastic-free choices. Stronger pro-environmental attitudes were expected to increase plastic-free choices following an individualizing moral appeal, whereas weaker pro-environmental attitudes were expected to increase plastic-free choices following a binding appeal. Results did not support the hypotheses, as plastic-free choices did not differ between the moral appeal conditions and the control condition, and pro-environmental attitudes did not moderate this relationship. Surprisingly, the individualizing appeal prompted more plastic-free choices than the binding appeal. The roles of price, culture, and self-construal, as well as the partially failed manipulations, are discussed as...Show moreGiven the profound environmental impact of single-use plastic packaging, this study addresses the influence of moral appeals and environmental attitudes regarding plastic-free consumer choices in the UK. Utilizing an experimental between-subject design (N = 263), moral appeals were expected to influence plastic-free choices. Stronger pro-environmental attitudes were expected to increase plastic-free choices following an individualizing moral appeal, whereas weaker pro-environmental attitudes were expected to increase plastic-free choices following a binding appeal. Results did not support the hypotheses, as plastic-free choices did not differ between the moral appeal conditions and the control condition, and pro-environmental attitudes did not moderate this relationship. Surprisingly, the individualizing appeal prompted more plastic-free choices than the binding appeal. The roles of price, culture, and self-construal, as well as the partially failed manipulations, are discussed as possible explanations for the findings. In conclusion, using an individualizing moral appeal effectively promotes plastic-free purchasing behaviour in the UK.Show less

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The Effect of Moral Appeals on Plastic-Free Packaging Choices With the Moderating Role of Environmental Attitudes