The Normative Social Influence on Eco-Friendly Consumer Behavior: The Moderating Effect of Environmental Marketing Claims

Building on the normative conduct theory and the extant literature of environmental marketing, this study explores whether eco-friendly consumer behavior in the apparel market is influenced by variations in social norms and by consumer's environmental concern. An online survey was administered with a total of 332 members from a U.S. consumer panel. The results confirm the significant effects of the type of social norms (i.e., injunctive versus descriptive norms) and the level of environmental concern on purchase intentions. Furthermore, the type of environmental marketing claim (i.e., extrinsic versus intrinsic claims) is shown to moderate the positive influences of injunctive norms and of the level of environmental concern on purchase intentions. Theoretical and managerial implications are discussed.