This research investigates the role of emotion and message framing in stemming plastic consumption. Across three experimental studies examining consumer intentions, participation, and product choice, this research demonstrates that an image depicting plastic waste (vs. victims of plastic waste)...

Pro-environmental willingness to pay (WTP) refers the willingness of sharing the costs of environmental management of both private and public sectors. Green advertising may promote pro-environmental WTP because of it could increase environmental awareness, however, little is known about this...