PEMBINGKAIAN PESAN DAN PERSEPSI RISIKO PSIKOLOGIS PADA ISU KONSUMEN HIJAU
ABSTRACT: The purpose of this
research is to analyze the effect of the message framing on the perceived
psychological risk on green environmental issues. Consumers nowadays have
become more critical about issues on green consumer due to the increasing
levels of consumers’ knowledge. Government and marketers also should perform
active movement to increase consumers’ awareness of their environment. Those
include giving a message to the consumers. When marketers deliver the message,
they need to concern about message framing. Message framing is likely to
influence the consumer's perception. Research design used in this study is
design experiments. In this case the message was manipulated by message
framing: positive and negative. The hypothesis of this study, H1: There are
differences in perceived psychological risk perception on advertising by using
positive and negative message framing, H2: There are differences in perceived
psychological risk of consumers on advertising by using positive and negative
framing that is reinforced with consumer knowledge. The analysis results of
hypothesis 1 showed that there are significant differences in perceived
psychological risk on advertising by using positive and negative message
framing. Consumers feel that perceived psychological risk is lower in the ad
with a positive message framing. Therefore, on advertising products related to
green consumer issues, using positive message framing will be more effective.
The analysis result of hypothesis 2 showed that there are no significant
difference in perceived psychological risk on advertising by using positive and
negative message framing that is reinforced by consumer knowledge. Consumer
knowledge did not moderate the effect of message framing on perceived
psychological risk.
Keywords: message framing,
perceived psychological risk, green consumer, consumer product knowledge
Penulis: Euis Soliha, H.
Sophiyanto Wuryan
Kode Jurnal: jpmanajemendd131225
