Green message framing about environment in marketing influences intention to use sustainable mobility

Abstract

The transportation industry undoubtedly is essential to daily life these days. Despite the benefits that the transportation industry provides for humankind, it is widely acknowledged as one of the primary causes of environmental harm because of its contribution to air pollution, greenhouse gas emissions, and CO2 emissions. Hence, urgent interventions are required to encourage consumers to adopt sustainable mobility or to make the transportation sector more sustainable. Our study "Green message framing about environment in marketing influences intention to use sustainable mobility" examines the relationship between customers' attitudes and their intention to use sustainable mobility in Ho Chi Minh City as a result of exposure to green messaging. Based on the notion of planned behavior theory and message framing effects, the study proposes a model. The study takes into account communications' impact on perceived dangers and benefits in marketing. Subsequently, it influences sentiments about brands and use intentions. Convenience sampling and judgmental sampling were used to gather data from online surveys given to people who were residents of Ho Chi Minh City and had knowledge of sustainable mobility. 370 people in Ho Chi Minh City have responded to this survey via Google Form. Additionally, the validity, significance, and confidence interval of the variables were tested by SmartPLS version 4 software during the synthesis and data analysis process. As a result, the findings show that green messaging in marketing has a favorable impact on intention to use as well as perceived advantages and risks. Furthermore, views about the brand are influenced by one's perceptions of its advantages and disadvantages. The intention to utilize sustainable mobility is then impacted. The study offers insightful information on how to set up marketing campaigns to encourage people to utilize sustainable mobility, as well as issues, constraints, and consequences for management.