How can environmental charity be promoted to the public

This study investigated the effect of message framing (gain vs. loss) and nature imagery (pleasant vs. unpleasant) on emotions and donation intention. More specifically, the research looked into the joint effect of message framing and nature imagery on emotions, into the mediating role of emotions on donation intention, and into whether a loss-framed message would increase donation intention more than a gain-framed one. The results of this 2 by 2 between-subjects experiment, run with a survey on 269 participants, showed that nature imagery moderates the effect of message framing on emotions. However, emotions do not have any relation to donation intention. Therefore, the indirect mediating effect hypothesized was not supported. On the other hand, a direct effect of message framing on donation intention was identified, such that gain-framing influenced the intention more positively than loss-framing.