Examining How the Effects of Corporate Sustainability Message Frames on Company Reputation Perceptions and Environmental Concern Vary by Political Ideology
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2020
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University of Hawaii at Manoa
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Opinions on environmental policies have become increasingly polarized in the United States, while messages regarding sustainable practices are often interpreted differently based on political ideologies. Yet, few studies have examined whether responses to corporate sustainability message frame types depend on political ideology. This study examined whether conservatives would report more favorable company reputation perceptions and higher levels of environmental concern in response to a corporate sustainability message framed using the binding and liberty frame than the awareness frame. These hypotheses were tested using a 2 (Frame type: binding and liberty vs. awareness) x 2 (Ideology: conservative vs. liberal) between-subjects experimental design administered to 751 participants online via Qualtrics. Results showed there was no interaction between political ideology and frame type on environmental concern, yet there was a significant interaction between political ideology and frame type on three of the four dimensions of company reputation perception, in the opposite direction of what was hypothesized. Specifically, liberals (not conservatives) tended to exhibit more favorable company reputation perceptions on some dimensions after being exposed to the binding and liberty frame compared to the awareness frame. Implications of these findings are discussed. Keywords: corporate sustainability, company reputation, environmental concern, political ideology
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Frames (Sociology), Environmental responsibility--Public opinion, Environmentalism--Political aspects
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