Advertising messages framing to encourage Indonesian young millennial consumers’ intention of environmental-cause donations

Abstract

The purpose of this study was to examine how to deliver promotional messages with the theme of environmental problems that effectively encourage Indonesian millennial consumers to donate. Study 1 examined the differences between the messages that describe causes and the messages that describe products to increase donation intentions. Study 2 examined the difference between the effects of messages with positive framing and messages with negative framing on the intention of donations. The results showed that promotional messages which explicitly show pictures of problems are responded to positively by millennial consumers. The intention of donations will be higher if the message is delivered with positive framing, illustrating the good results of donation participation. This occurs in high consumer involvement in the cause. Gender has no significant effect in this case.