Exploring construal level matching effects: focusing on descriptive norms and temporal framing in environmental cause-related communication contexts

Purpose To enhance the effectiveness of environmental cause-related marketing (CRM) message design, this study identifies two key factors: descriptive social norms (provincial vs general) and temporal framing (near-future vs distant-future). Drawing upon construal level theory, it examined the synergy between the type of social norms and suitable temporal framing, matched at similar construal levels, to optimize CRM’s impact by positively influencing consumer purchase intentions and engagement in environmentally sustainable behaviors. Design/methodology/approach A full factorial 2 × 2 online experiment was conducted. Findings The findings showed that aligning message elements at a low level of construal significantly increases message persuasiveness, enhancing purchase intentions and pro-environmental behaviors. Conversely, matching elements at high levels of construal does not necessarily lead to synergistic effects. Notably, misaligned message elements – where one operates at a higher construal level and the other at a lower level – can generate cognitive resistance, potentially leading to adverse backlash effects. Messages that paired provincial norms with distant future framing were deemed least persuasive, resulting in diminished purchase intentions and pro-environmental behaviors. Originality/value This study refines approaches in environmental CRM by illustrating that descriptive social norms alone do not achieve desired impacts. It emphasizes aligning message elements at a low construal level to boost effectiveness and synergistic outcomes. The research also highlights a need to critically reassess matching effects at higher construal levels, thus enriching environmental CRM message strategies.