Clustering energy and water conservation behaviors as choices: examining the moderating roles of message elaboration and involvement

Abstract

This study provided practical advice for energy and water conservation message design by examining the role of choice provision (a message feature), message elaboration (a situational factor), and issue involvement (an individual factor) on intentions to conserve. The data were collected through an online survey experiment (N = 857). Across topics, message elaboration and involvement were positively associated with intentions. Furthermore, an interaction between message elaboration and involvement was found for both contexts. Choice did not directly affect intentions for either topic, although a 3-way interaction between choice, message elaboration, and involvement was found within the context of water conservation.

Notes

1 To qualify to take the survey. Only MTurkers completing 80% or more of their assignments (as determined by the requesters) were able to see and complete the survey.

2 Percentages may not add up to 100% as participants were able to select one or more categories for race/ethnicity.

3 Issue involvement was entered prior to message elaboration, as involvement is an antecedent to message elaboration in the ELM (Petty & Cacioppo, 1986)