Abstract From the perspective of self-construal, this study investigates the mechanism of message framing and recycling type on consumer’s intention to participate in idle items recycling. The empirical findings indicate that the message framing and self-construal interactively affect the persuasive effect of advertising，and the information processing fluency mediates such interactive effect. Furthermore, making money through idle items has a positive effect on independent self-construal consumer’s recycling intention, and the effect remained significant within the gain-framework. Giving idle items away or making money through the idle items shows no significant difference in influencing interdependent self-construal consumer’s recycling intention but is influenced by framing effect. The effect of giving idle items away on interdependent self-construal consumer’s recycling intention is improved under the condition of loss-framework.
LI Baoku,GUO Tingting,WU Zhengxiang. Consumer’s Participation Intention of Recycling Idle Items: From the Perspective of Self-Construal[J]. Chinese Journal of Management, 2019, 16(5): 736-.
