Using Visual and Linguistic Framing to Support Sustainable Decisions in an Online Store

Abstract

Companies face several digital communication challenges when it comes to promoting green products or services. The framing effect, which refers to the presentation of information, can significantly influence decision-making in digital interfaces. This research explores the impact of information framing through text and visuals on purchase decisions for sustainable fashion products. An online evaluation study (𝑁 = 84) of an e-commerce environment was conducted. We found that visual framing significantly affected user product choices, supporting more sustainability decisions. In contrast, little evidence was found that supported the effectiveness of linguistic (i.e., message) framing on user product choices. We discuss implications on how product pages should be designed to encourage sustainable decision-making.