European Social Marketing Conference 2026

2. Planetary health: Environment and sustainability

20 Minute Oral Presentation

This session examines the effectiveness of message framing for promoting in-room waste sorting in hotels through the lens of the Habit, Enjoyment and Effort Theory (HEET). Using experimental evidence, it compares enjoyment- and effort-based frames with informational messages and explores the role of habit strength in shaping pro-environmental outcomes in hospitality contexts.