Goal Framing Research Articles

From Demand to Impact: Can Sustainable Banking Services Advance UN Sustainable Development Goals?

ABSTRACTIn response to growing climate change debate and sustainability concerns, business organizations must adopt relevant sustainable strategies aligning with the United Nations Sustainable Development Goals (UN‐SDGs). Extant research examines integration of sustainability in banking and finance, but demand‐side mechanisms influencing sustainable banking remain underresearched. With a mixed‐method approach, we analyse how consumers' adoption of sustainable banking services can be augmented in order to contribute to the SDG attainment. We develop a model that integrates theory of planned behaviour (TPB), value‐belief‐norm, and goal framing theory. Using focus group discussions and structural equation modelling, the results indicate that TPB variables, environment‐specific factors and altruistic values significantly influence adoption behaviour, with interesting mediating effects. We highlight the moderating role of biospheric, altruistic and hedonic values on linkage between intentions and behaviour. The study provides a comprehensive framework to assess demand‐side perspective of sustainable banking and offers insights to managers and policymakers on strategies for promoting these services for sustainable development.

The influence of goalkeeperś height on Soccer Performance: A gender-based analysis

The difference in height between men and women goalkeepers (GKs) may influence goalkeeper performance, particularly when considering that both genders compete using goal frames of identical dimensions. The primary objective of this study was to establish the correlation between GKs’ height and their performance during the 2023–2024 UEFA Champions League season, encompassing both women's and men's leagues. A secondary objective was to analyze GKs’ performance overall. In total, 1751 shots on goal were analyzed, utilizing variables such as total shots on goal, goal shots, non-goal shots, effectiveness against shots conceded, expected goals on target (xGOT), class output, and zone output. A descriptive and correlational statistical analysis was conducted, along with a comparative analysis to assess differences between genders. The findings revealed no correlation between GKs’ height and their performance, as measured by the xGOT metric. The “low center” goal zone received the highest percentage of shots on target, while the “low left” and “low right” zones conceded the highest percentage of goals. The main conclusion of this study was GKs’ height should not be regarded as a determining physical characteristic for performance in both leagues. Furthermore, the predictive value of xGOT for a shot on goal resulting in a goal was determined to be 0.61 ± 0.29 for the women's league and 0.60 ± 0.29 for the men's league.

Long waves of alcohol consumption and the sustainable development goals.

Though the United Nations deals with its Sustainable Development Goals (SDGs) in blocs of 15 years at a time, "sustainable" indicates a longer-term focus, aiming at steady human progress, including in public health and welfare. But the alcohol history in many countries shows "long waves" of consumption, repetitively rising, then falling, then rising again. Underlying this dynamic are competing interests pushing in opposite directions. One set of interests, both private and governmental, seeks profits from an attractive and habit-forming product, with relative costs that have fallen with industrialisation and commercialisation. Opposed are the interests of those harmed by the effects of alcohol, and the interests of public health and welfare. With alcohol, there is also a less obvious set of interests favouring drinking: alcohol is an instrument of conviviality and collectivity, as expressed in rituals like reciprocal drink-buying and toast-offering. The long waves result from the competition of these interests. Alcohol becomes more available by industrialisation or other factors, and alcohol consumption and harms from drinking rise. Reaction to this from public health and welfare interests results in measures driving consumption levels back down. Then to a new generation the restrictions seem unnecessary; they are removed; and consumption rises again. Long waves with different periodicity are exemplified in 3 different patterns of national history: in countries with strong temperance movement histories, in Russia, and in France. The long waves raise an issue which challenges the steady-progress assumption of the SDGs: are moves to lower alcohol consumption sustainable? More complex thinking and policymaking may be required to deal with alcohol policies in the frame of the Sustainable Development Goals.

Visual Constructs of Conflict and Solidarity: The Role of Visual Framing on Public Perceptions and Engagement Intentions with Social Protests

This study investigates the role of visual framing in shaping public perceptions of the Black Lives Matter (BLM) protests through an online experiment, informed by news value and protest paradigm theory. It specifically examines the effects of conflict versus solidarity visual frames on audience reactions when paired with textual framing of protest goals. Results indicate that solidarity visuals significantly decrease negative perceptions about protesters compared to conflict visuals, increase positive affect, and boost engagement intentions. Furthermore, the interaction between visual and textual framing demonstrates that “defund” and “reform” messages paired with solidarity visuals effectively reduce negative perceptions. These findings underscore the impact of visual elements in news coverage, highlighting the need for ethical considerations in visual journalism and suggesting that such framing can significantly influence audience attitudes and engagement with social issues.

Drivers and inhibitors of gen Z’s proenvironmental travel engagement: exploring MOA factors and goal frames

PurposeThis study aims to gain insights into the drivers and inhibitors of proenvironmental behaviors (PEB) among Gen Z tourists through the lens of the goal-framing theory (GFT) and the motivation–opportunity–ability (MOA) framework. It also aims to propose interventions for promoting proenvironmental tourist behaviors.Design/methodology/approachA qualitative approach was adopted, building on 20 in-depth interviews with Swedish teenagers. The thematic data analysis was guided by a conceptual model integrating MOA and GFT.FindingsThe findings indicate that teenagers primarily lack motivation for eco-friendly travel. Their ability is hindered by limited knowledge, while low involvement in travel decisions and unsupportive destination norms restrict their opportunities. Overcoming these challenges requires interventions that boost engagement in PEB through informational and structural strategies, making eco-friendly options more affordable, efficient, enjoyable and desirable.Originality/valueTo the best of the authors’ knowledge, this study is among the first to combine MOA and GFT, providing an in-depth exploration of the drivers and inhibitors of proenvironmental travel among Gen Z tourists.

Strengthening international mutual learning in food and nutritional security: the role of Brazil’s G20 presidency

The Global Alliance against hunger and poverty launched by Brazil’s Group of Twenty (G20) Presidency builds on a long history of G20 efforts to address global food and nutritional insecurity. However, unlike previous initiatives, which focused primarily on the G20’s contribution to addressing hunger in low-income countries, the Global Alliance has the potential to innovate significantly, strengthening mutual learning for domestic policy action within G20 countries, while enhancing North-South, South-South (SSC) and Trilateral Development Cooperation (TDC). Hunger and poverty are not limited to lower-income countries. Severe food insecurity increased in every region in 2021, including in high-income areas and across all G20 countries. With reference to the experience of the United Kingdom, we argue that given the universal framing of the Sustainable Development Goals, the fact that the world is currently off track to achieve the goal of Zero Hunger should encourage G20 countries to support multilateral action at the global level while intensifying policy learning to support their own domestic efforts to tackle these challenges. In recent decades, TDC and SSC enabled many Global South countries including Brazil to engage in knowledge-sharing around effective policies to tackle hunger and poverty. We draw on two examples that build on Brazil’s experience with strong civil society and academia engagement; and propose a strategy for enhancing TDC’s potential to foster mutual learning on hunger and poverty reduction among G20 countries, as well as action by G20 members to support other countries and strengthen United Nations (UN) led multilateral efforts. We also discuss risks and opportunities for the Alliance to support scaling up local and national innovations to address entrenched and intersecting inequalities.

Which sustainable development goals favor crowdfunding success?

This study examines the impact of the framing of sustainable development goals (SDGs) in crowdfunding campaign descriptions on fundraising success. We compile a dataset of 25,799 Indiegogo campaigns and quantify their relative focus on the 17 United Nation's SDGs. We find that the amount raised and the number of backers increase by 17.3 % and 8.3 %, respectively, if the number of SDG-related sentences in the campaign description increases by one standard deviation. Additionally, focusing more on issues related to climate, energy, sustainable societies, and responsible consumption promotes whereas focusing on ending poverty or innovation, industry, and infrastructure reduces fundraising success.

Carbon offset payment intentions in aviation industry: Altruism vs. Egoism and airline sustainability

Purpose The issue of excessive carbon emissions continues to be a critical global challenge. As a prominent mode of transportation for long-distance travel, aircraft is widely acknowledged as a significant source of these emissions. Carbon offset initiatives function as ecological measures, helping to reduce the negative environmental impact. This study aims to explore how benefit appeals (BA) within the aviation industry impact tourists’ carbon offset payment intentions (COPIt). Design/methodology/approach In Studies 1 and 2, scenario-based experiments were conducted to explore how goal framing (GF) and (BA) interact to influence COPIt. Study 2 further investigated the mediating roles of moral responsibility and trust in airlines within this interaction. Study 3 used real-world surveys to examine the moderating influence of moral elevation, thereby supporting the interactive effects and mediation mechanisms identified in the earlier studies. Findings Across three studies, the authors consistently identified pivotal factors shaping COPIt in the context of air travel. Study 1 revealed that the combination of BA and GF significantly impacts COPIt, with egoistic appeals linked to loss framing and altruistic appeals connected to gain framing being particularly effective in encouraging COPIt. Study 2 extended these insights by showing that moral responsibility and trust in airlines serve as mediators between BA, GF and COPIt. In Study 3, moral elevation was found to moderate the influence of BA and GF on both moral responsibility and COPIt, deepening the understanding of these dynamics. Originality/value This study expands the range of factors affecting COPIt and delves into the underlying mechanisms through which BA and GF shape COPIt. Additionally, it advances current understanding by revealing the intricate processes influenced by moral elevation. The findings not only contribute to the existing knowledge on COPIt determinants but also offer practical guidance for the aviation industry and related sectors in promoting tourists’ participation in carbon offset programs.

Analysis of MZ Generation's Participation Motives in Rural Experience Tourism Programs through Goal Framing Theory

Analysis of MZ Generation's Participation Motives in Rural Experience Tourism Programs through Goal Framing Theory

Impact of a Ball Regulation Change on Game Performance and Shooting Play in Japanese U-15 Girls' Handball.

We aimed to investigate how a ball regulation change, implemented in U15 girls' handball games, now affects game performance and shooting plays. Over 14 matches (28 observations), we included all the attacks (n = 813) and shooting plays (n = 589) with the conventional ball and all the attacks (n = 821) and shooting plays (n = 618) with the new ball performed by both teams. We used notational analysis to compare the game performance and shooting plays in these two conditions. Our main results were as follows: (i) the attack efficacy was higher with the new ball (41.9%) than with the conventional ball (36.1%); and (ii) the prevalence of the three-line defensive system was higher with the new ball (10.5%) than with the conventional ball (2.7%). It can be inferred that the new ball enabled backcourt players to execute more powerful middle- and long-range shots, leading to their adoption of deeper defensive tactics that were effective in halting advancing backcourt players. Moreover, implementing new ball regulations resulted in a significantly higher frequency of shots targeted at the upper third of the goal frame (44.4%) compared to those observed with the conventional ball (35.8%). This implies that the introduction of the new ball enhanced precision control over shot placements, resulting in an increased player preference for targeting the upper course. Lastly, goalkeepers' saving rates decreased under the new ball, highlighting the need for technical and tactical coaching, tailored to goalkeepers. In summary, implementing the new ball regulations had a positive impact on Japanese U15 girls' handball performance.

The effect of goal frame and risk perception on digital flood prevention tool acceptability.

To cope with catastrophic floods, people need to be better prepared. In this context, a self-assessment digital tool for habitat vulnerability was developed. To improve its take-up rate, we are looking at the motivations associated with the social acceptability of this tool. The motivations (hedonic-gain-normative), derived from goal-frame theory, as well as elements relating to risk perception, are tested. One, 688 participants (aged between 18 and 87) first read a scenario presenting the application (reflecting either one of the motivations of the Goal Framing Theory or a control scenario with no motivation). After reading one of the scenarios, they completed an online questionnaire, measuring the acceptability of the tool using three measures: a direct one (items from the Technological Acceptability Model: ease of use, perceived usefulness and social influence), an indirect measure (by asking the percentage of neighbours interested in the tool) and a social measure (judgement of a person using the tool). The last part of the questionnaire was about subjects' risk perception. The analyses show that, of all the scenarios, the one involving hedonic motivation leads to the lowest social acceptance of the tool. We also observe that a better risk perception predicts better tool acceptability. Finally, we observe interaction effects between risk perception and motivations, showing that normative motivation is better when risk perception increases and that the control condition is better when risk perception decreases. Goal framing theory is usually used for ecological behaviors. It also appears here as relevant in the field of risk prevention. Although risk perception remains the best predictor of acceptability, these results lead us to conclude that hedonic motivation is not appropriate for the acceptability of a flood risk prevention tool. It is preferable to focus on normative and gain motivations.

CSR communication in hospitality: Fostering hotel guests’ climate (change) engagement

This study aimed to explore effective corporate social responsibility (CSR) communication strategies to increase hotel guests’ engagement in climate change initiatives. Utilizing regulatory fit theory and construal level theory, three scenario-based experimental designs were devised. These designs empirically analyzed the responses of 1500 hotel guests to 12 different types of CSR communication messages. Framed along goal framing (either gain or loss) and temporal/spatial/social distance (either far or close), these messages allowed guests to articulate their attitudes and behaviors concerning climate change engagement. All three experiments revealed that CSR communication became more persuasive with regulatory fit, leading to increased intentions for green word-of-mouth (green WOM) and a willingness to pay a green premium (green WTPP). To further validate the findings, the study also investigated the moderating effect of temporal/spatial/social distance on message framing. We found that temporal distance amplified the congruence between goal framing and regulatory focus, resulting in heightened green WOM intentions. Social distance also increased this alignment, resulting in heightened green WOM intentions and green WTPP. This study contributes to the literature on hotel guest climate (change) engagement by examining the concept through CSR communication strategies. It offers a valuable perspective on the nexus of guest engagement, CSR, and sustainability, contributing uniquely to theory and practice in these interconnected fields.

Optimizing positive goal framing in advertising: differential consumer responses to new product categories

PurposeThis research delves into the nuanced effects of positive goal framing quantity in advertising on consumer reactions towards new products, categorizing them into incrementally new products (INPs) and really new products (RNPs). It moves beyond the traditional binary evaluation of advertising effectiveness, offering a more intricate analysis of consumer engagement based on product novelty.Design/methodology/approachEmploying a comprehensive dataset encompassing 461 digital video advertisements from six leading technology-centric firms, this study employs content analysis alongside hierarchical polynomial regression to dissect the dynamics between the volume of positive goal framings and consumer engagements. This examination is contextualized within the spectrum of product innovation, offering insights into the differential consumer behaviors elicited by INPs and RNPs.FindingsThe investigation uncovers a non-linear, inverted U-shaped correlation between the volume of positive goal framings and consumer responses. This relationship exhibits variability in its intensity between INPs and RNPs, with INPs demonstrating a more pronounced response variability around a higher inflection point on the curve. This pattern underscores the complex interplay between goal framing and product novelty in shaping consumer perceptions and actions.Originality/valueThis study pioneers the exploration of goal framing within the realm of product advertising, shifting the analytical lens from its traditional roots in health and medicine to the intricacies of consumer behavior in response to advertising. By introducing a distinctive classification of product newness through INPs and RNPs, the research augments current understanding of effective advertising strategies, delivering profound insights for marketers and advertisers in tailoring their campaigns to align with consumer expectations and product characteristics.

Fostering pro-environmental behavior of university students through goal framing theory: the mediating role of environmental knowledge

Purpose This study aims to examine the associations between the three goals (hedonic, gain and normative) and university students’ proenvironmental behavior. After that, the authors investigate how environmental knowledge acts as a mediator between three goals (hedonic, gain and normative) and proenvironmental behavior. Design/methodology/approach The study used the quantitative approach adopting the goal framing theory (GFT) as the theoretical framework, for analyzing behavior of university students toward environment including both undergraduate and postgraduate levels. The data was gathered through the distribution of a structured questionnaire to private universities in Chattogram and structural equation modeling was used to analyze the data. Findings Hedonic and gain goals have positive effects on students’ proenvironmental behavior while the normative goal has insignificant association. In addition, all the three goals are significantly linked with students’ environmental knowledge. Besides, environmental knowledge significantly mediates the association between three goals and proenvironmental behavior. Practical implications The findings can provide valuable insights for integrating sustainability and environmental education into the formulation and planning of curricular and extra-curricular activities, with an emphasis on students’ intrinsic motivation. Originality/value The mediating role of environmental knowledge between three goals and proenvironmental behavior is the unique contribution of this study.

How to Drive Tourists’ Pro-Environmental Behavior: Interactive Effect of Benefit Appeals and Goal Framing

The drive to foster tourists’ pro-environmental behavior (TPEB) is a current research hotspot amidst the deteriorating ecological environment. However, existing studies have yet to reach definitive conclusions on how tourist destinations influence TPEB through different benefit appeals and goal framing. This paper investigates the interactive effects of these factors on TPEB, reporting on two experiments. Study 1 confirmed significant interactive effects of benefit appeals and goal framing on TPEB, wherein altruistic appeals and gain framing, as well as appeals to self-interest and loss framing, demonstrates matching effects. Furthermore, environmental awareness mediated these interactions. Study 2 established that tourists’ environmental knowledge moderates the interactive effects of goal framing and benefit appeals on TPEB. The moderating effect of high-level environmental knowledge is more pronounced, and tourists with higher environmental knowledge are more inclined to engage in TPEB compared with those with lower levels of environmental knowledge. The conclusions of this study not only enrich the research on influencing factors and mechanisms of TPEB but also offer practical insights for environmental management in tourist destinations.

Cause-related marketing in tourism: how goal framing promotes consumer prosocial behaviours

Cause-related marketing is commonly regarded as an effective tool for tourism enterprises to bolster their commitment to sustainable practices, fostering environmental and social responsibility within their operations and offerings. However, despite this, there is limited research into the implementation of cause-related social marketing to achieve the sustainability goals of tourism enterprises. Consequently, this research leverages construal level theory to examine how goal framing in cause-related tourism marketing communications nudges consumers towards engaging in prosocial behaviours, with an explicit emphasis on the boundary conditions in which desired effects diminish. Results across two pilot studies and four scenario-based experiments demonstrate that the specific (vs. abstract) goal framing elicits a higher degree of prosocial behaviours through the critical role of empathy. Two moderating variables demonstrate the enhancement effect of specific goal framing is attenuated for consumers already high (vs. low) on the agreeableness trait and those who are primed with a cyclical (vs. linear) temporal perspective. Additional analyses and controls, including ruling out three alternative explanations, reinforce the reliability and validity of the results. This research provides evidence-based insights critical to amplify the effectiveness of cause-related corporate social responsibility initiatives in tourism, unveiling the specific mechanisms which underpin consumer responses to corporate social responsibility messages and communication framing. Future research should examine the critical role of goal framing in the social repositioning of tourism enterprises.

The physical environment matters: room effects on online purchase decisions.

People as individual consumers are regularly targeted in sustainability campaigns or communications with the hope of enhancing sustainable behavior at an individual level, with subsequent sustainability transformation at a larger societal scale. However, psychological motivation is complex and campaigns need to be based on an understanding for what individual, and contextual, factors support or hinder sustainable behavioral choices. In a discrete choice experiment, participants made hypothetical online purchases in each of three rooms designed to evoke associations to hedonic, gain, and normative goal frames. Participants were shown a campaign message intended to prime sustainable textile consumption prior to the purchase. For each product (t-shirt or bananas) hedonic (comfort/look), gain (price), and normative (organic/ fairtrade) attributes were varied in an online choice experiment. Preferences for the normative attribute of t-shirts increased in the normative room compared to the room with gain associations. No effect of the rooms with hedonic or gain priming was observed on the choice. The study supports the hypothesis that the physical room can enhance goal frame activation and behavioral choice but concludes that such priming effect is sensitive to specificity of the prime.

Explore or Exploit Innovation to Survive Uncertain Times? A Theoretical Outlook Based on The Advancement of Employee Creativity Utilizing Promotion and Prevention Goal Framing

There has been considerable research in the relationship of exploration and exploitation activities with promotion and prevention focus, especially regarding their impact on innovation and creativity respectively. However, there is a lack of research in this dynamic during times of crisis where innovation and creativity is especially crucial for both firms to thrive and survive. This paper draws upon the regulatory focus theory and its effect on creativity, in order to supplement our theoretical perspective on a firm’s exploratory exploitative innovation strategies during times of crisis, particularly by conceptually linking employee’s creativity to innovation. The results of this study, based on a survey of 218 British students and creativity coding by our researchers, indicate that prevention focus positively affects creativity in individuals at a higher level compared to promotion focus. This study provides an alternate theoretical perspective regarding exploratory and exploitative innovation strategies, based on the development of employees’ creative abilities, through goal framing and increases our practical understanding of the role of creativity during times of crisis within an innovation management framework.

Consumer Shift from Fast Fashion to Thrift Fashion: An Application of Goal Framing Theory

Thrift fashion represents the fastest-growing trend on Instagram. Although consumers are still skeptical about thrift, its increasing popularity among young Indian consumers remains under-researched. Thus, this article analyzes the responsible factors shaping consumers’ purchase intention toward Instagram thrift stores. Responses from 206 Instagram thrift store followers were received using a self-administered questionnaire. Structural equation modeling in SPSS AMOS 21 tests the proposed research model. Six factors influencing consumers’ purchase intention were identified after reviewing relevant literature on the topic. Results indicate that the gain goal frame (economic value), hedonic goal frame (perceived concern and hedonic value), and electronic word-of-mouth significantly influence consumers’ purchase decisions. However, the impact of the normative goal frame (environmental concern) and fashion consciousness was insignificant. The findings of this study could help Instagram thrift store owners plan their communication strategies by identifying the motivating and demotivating factors of conscious consumers’ purchase intention. It is the first empirical article to understand the factors influencing the purchase intention of Indian consumers while purchasing from Instagram thrift fashion stores.

When do gossip receivers assess negative gossip as justifiable? A goal framing approach

Negative gossip is a double-edged sword, which can harm group members but also protect them from harmful others. Current theory proposes that gossip receivers assess gossipers' selfish and prosocial intentions based on different social cues, to determine whether the negative gossip behavior is morally justifiable. However, assessing gossipers' moral intentions does not fully clarify when and how justifiability of negative gossip is assessed by receivers. Using goal framing theory, I propose a parsimonious way of understanding when gossip receivers will be interested in determining whether sharing the negative gossip was justifiable, and how they assess justifiability. In line with predictions, results of two scenario experiments showed that in a hedonic and gain goal frame gossip justifiability was similar to a baseline level, suggesting that receivers had no particular concerns regarding gossip justifiability. However, in a normative frame receivers assessed negative gossip to be less justifiable when social cues indicated that the gossiper was motivated to harm others for self-interest compared to when such cues were absent (Study 1). In Study 2, gossip was more justified when social cues indicated that that the target broke the salient social norm and signaled that the gossiper has low motivation to harm. Moreover, in a normative frame, participants were more interested in further establishing gossip truthfulness compared to participants in a gain, hedonic, or control condition in Study 1, and in a hedonic condition in Study 2. These results show that individuals' goal frame determine their interest in gossip justifiability and how they assess it. This may help solve the paradox of negative gossip by drawing from goal framing theory to understand individuals can be avid gossip consumers, while holding widely disapproving attitudes towards this behavior.