Communicating with culturally diverse and economically deprived communities to encourage adoption of environmentally friendly behaviours- the effectiveness of local versus global message framing and shocking images.

The purpose of this study was to examine the effectiveness of global versus local message framing, and shocking versus non-shocking images in a local campaign in a culturally diverse and economically deprived area of High Town, Luton, UK to promote the use of a jute shopping bag to a culturally, ethnically and economically diverse community. In a 2 x 2, between-subjects exploratory survey experiment, 160 respondents, who met the residential criteria, were approached in High Town to complete a pen-and-paper survey. The results showed that global framing coupled with the shocking image achieved the highest levels of behavioural intention. When levels of consumer’s perceived effectiveness, global identity and place attachment were taken into consideration, the interaction between the message frame and image was statistically significant, suggesting that message framing and image are critical aspects of targeted communications that affect behavioural intentions. Global message framing (compared to local) and the shocking image achieved the highest behavioural intention suggesting that this type of message may be more likely to result in positive behavioural intentions amongst a diverse population. This study provides additional empirical evidence in the context of communicating with culturally diverse and economically diverse populations in deprived areas. It extends our knowledge about the effectiveness of global and local message framing and shocking and non-shocking images.