Framing effect of environmental cost information on environmental awareness among high school students

Abstract

Environmental education (EE) deals with environmental issues that involve diverse values and perspectives. Environmental issues need to be explored within an integrated framework while considering the aim of EE, which is to achieve a sustainable society and life. However, EE has overlooked the economic aspects of environmental issues and the subjectivity of learners. This study compared two frames (economic, using monetary units, and environmental, using biophysical units) and measured their effects on variables related to perceived environmental awareness, i.e. awareness of the issue and decision making. The results showed that the economic frame was more effective at increasing awareness of the issue, whereas the environmental frame was more effective at improving decision making. These findings suggest that the economic frame is needed for delivering information about environmental issues and enhancing the desired outcomes of EE.