Planning for effective presentation of disposable cup deposit system: focusing on message framing and regulatory focus theory

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Key Points

This study investigates how message framing and consumers' regulatory focus influence attitudes and participation intentions toward a disposable cup deposit system.
Independent variables were message framing (gain vs. loss) and regulatory focus (promotion vs. prevention).
Utilized a 2×2 factorial design for quasi-experimental hypothesis testing.
Controlled for environmental concern as a variable in analysis.
Main effect of message framing on attitudes and participation intention was not significant, indicating a low perceived economic value of the deposit.
Interaction effect of message framing and regulatory focus significantly influenced participation intention, highlighting motivational matching.
Environmental concern emerged as the most significant precursor in shaping attitudes and participation intention.

Examines message framing and regulatory focus on participation intention in consumers, suggesting implications for policy acceptance.

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Kim et al. (2026) studied this question.

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