Climate change as fake news. Positive attribute framing as a tactic against corporate reputation damage from the evaluations of sceptical, right-wing audiences

Abstract

PurposeThe paper aims to examine whether CSR communication about a company’s support for climate change created using different content framing categories (positive vs negative) can lead climate change-sceptical audiences to positively influence their evaluations of the credibility of CSR communication, of a company and its actions, and lead to higher purchase intentions.Design/methodology/approachThe paper used an experimental design. About 266 respondents recruited via the Prolific platform were invited to participate in an online study. A between-subject design was used, and data was analysed using the bootstrapping technique, allowing to identify moderators of the relationship between CSR communication framing and different evaluations of a company.FindingsThe paper provides empirical support for the role of political preferences and climate change beliefs in predicting the preference for positive attribute framing among climate change sceptical audiences. It is argued that climate change sceptics are still in the process of deliberation about whether climate change is occurring.Research limitations/implicationsThe research findings may not be generalizable to countries where support for climate change is low, and a technique like attribute framing may not lead to noticeable differences in message reception.Practical implicationsThe paper underscores the impact of the type of attribute framing in CSR communication on different aspects of company evaluations depending on beliefs in climate change. Commercial communicators should additionally invest in climate change education to address the climate change challenge.Social implications Addressing climate change effectively requires support from companies to communicate their CSR efforts purposefully and to address climate change sceptical audiences.Originality/valueThe paper identifies beliefs in climate change as an important moderator of CSR communication attribute framing effectiveness.