Can Circular Economy Framing Increase the Effectiveness of Sustainability Claims? – MSI

Working Paper

Can Circular Economy Framing Increase the Effectiveness of Sustainability Claims?

Jolie Gutentag and Cristel Russell

Nov 26, 2024

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Analyzes a series of online experiments to determine whether framing messages with the metaphor of a circular economy can make sustainability product claims more concrete and increase willingness to purchase sustainable products.

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research recap

Promoting Sustainability: How Circular Reasoning Can Help

Marketing messages about sustainability may strike many consumers as abstract and difficult to process. Framing them using the metaphor of a circle can help consumers understand and accept claims about sustainability, increasing their willingness to pay for such products or engage in related behaviors.

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