The influence of message framing and points of referencein eco-labels and the role of emotions on purchase intentions and willingness to pay for sustainable seafood products

The current seafood industry has been causing disastrous environmental and ecosystem impacts (Barclay & Miller, 2018). To reduce these impacts, eco-labels have been used in the marketplaces of the United States and the United Kingdom to help steer market demand towards sustainable seafood products. However, the low awareness of knowledge of eco-labels in other countries in the western and eastern hemisphere might affect consumers’ abilities to make informed decisions during their purchasing process. This study uses a 2 (gain vs. loss frame) × 2 (individual vs. societal effects) experimental design (n = 196) to test the influence of message frame and points of reference in eco-label messages on emotions, purchase intention and willingness to pay for sustainable seafood. While message framing and points of reference in the written message of eco-labels have no influence on consumers’ willingness to pay, points of reference and the interaction of these two factors did influence consumers’ purchase intentions. Furthermore, emotions did not play a mediating role in the effects of message framing on purchase intentions and willingness to pay, but instead, positive emotions specifically played a significant role as a separate variable in influencing purchase intentions and willingness to pay. Lastly, when understanding the effectiveness of message framing and points of reference for individuals with varying environmental concerns, loss-framed messages were found to be more effective in increasing purchase intentions for individuals with low egoistic environmental concerns. Findings suggest the importance of manipulating written messages in eco-labels and the use of message framing, points of reference, and affective responses to increase consumers’ purchase intentions so as to steer consumer demand towards sustainable seafood and ensure sustainable supply of seafood while reducing negative impacts on the environment.Bachelor of Science in Environmental Earth Systems Scienc