期刊
JOURNAL OF MARKETING
卷 85, 期 2, 页码 33-49出版社
SAGE PUBLICATIONS INC
DOI: 10.1177/0022242920952084
关键词
diffusion of responsibility; environment; green marketing; perceived responsibility; psychological ownership; public goods; stewardship; tragedy of the commons
类别
资金
- New York Institute of Technology
- UCLA Anderson School of Management
- University of Iowa
- University of Wisconsin-Madison School of Business and graduate school
Research shows that increasing consumers' psychological ownership can facilitate stewardship of public goods as it enhances their sense of responsibility and leads to active behavior. The relationship between psychological ownership and stewardship behavior is weakened in the presence of cues that diffuse responsibility.
How can consumers be encouraged to take better care of public goods? Across four studies, including two experiments in the field and three documenting actual behaviors, the authors demonstrate that increasing consumers' individual psychological ownership facilitates stewardship of public goods. This effect occurs because feelings of ownership increase consumers' perceived responsibility, which then leads to active behavior to care for the good. Evidence from a variety of contexts, including a public lake with kayakers, a state park with skiers, and a public walking path, suggests that increasing psychological ownership enhances both effortful stewardship, such as picking up trash from a lake, and financial stewardship, such as donating money. This work further demonstrates that the relationship between psychological ownership and resulting stewardship behavior is attenuated when there are cues, such as an attendance sign, which diffuse responsibility among many people. This work offers implications for consumers, practitioners, and policy makers with simple interventions that can encourage consumers to be better stewards of public goods.
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