ABSTRACT
The major public health emergencies (PHEs) represented by the COVID-19 pandemic, while posing a serious threat to human health, have led people to rethink about the harmonious relationship between humans and nature. It is worthy to explore whether and how the framework effect of event information can be used to turn crises into opportunities to promote public pro-environmental behavior (PEB). Through a pre-and post-test control experiment, this study took the COVID-19 pandemic as a case, to explore the effects of four PHE information frameworks on promoting PEB, coupled with two information loss-gain frameworks and two information content frameworks. The results showed that all four information frameworks contribute to the public PEB. However, there are differences: only the environmental gain information effect is significant for PEB in the private sphere. The environmental loss and health gain information are effective for PEB in organizations. However, in the public sphere, all four information frameworks significantly motivate PEB. Further factorial analysis revealed that the interaction between the information content and loss-gain framework was not significant, with the latter playing the dominant role. These findings provide a new approach to how to develop the information framework effect and turn crises into opportunities to promote public PEB in the context of major PHEs.