Journal
INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Volume 25, Issue 1, Pages 46-55Publisher
ELSEVIER SCIENCE BV
DOI: 10.1016/j.ijresmar.2007.06.002
Keywords
pro-environmental attitudes; ecological consumer behavior; self-perception theory; social marketing; accessibility-diagnosticity framework
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People frequently fail to see themselves as environmentally conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed ecological behaviors as environmentally triendly (what we call positive cueing) renders both cued and non-cued common ecological behaviors more diagnostic for the inference of pro-environmental attitudes (Study 1). As a result, positive cueing increases the likelihood that people will see themselves as consumers who are concerried with the degree to which their behavior is environmentally responsible (Study 2). The cueing of common ecological behaviors leads participants to choose environmentally triendly products with greater frequency, and even to use scrap paper more efficiently (Study 3). We discuss the implications for effective social marketing campaigns. (c) 2007 Elsevier B.V All rights reserved.
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