期刊
JOURNAL OF BUSINESS ETHICS
卷 161, 期 2, 页码 351-373出版社
SPRINGER
DOI: 10.1007/s10551-018-3930-2
关键词
Ethical consumption; Hypocrisy; Construal level; Eco-citizenship; Resistance to change
资金
- nano-tera project HeatReserves
- Swiss Commission for Technology and Innovation (CTI)
- Swiss National Science Foundation [P1SGP1_ 158812]
- Swiss National Science Foundation (SNF) [P1SGP1_158812] Funding Source: Swiss National Science Foundation (SNF)
To promote ethical and pro-environmental behavior, hypocrisy sometimes is made salient to individuals: i.e., they are made aware that their past behavior does not conform to expressed norms. The fact that this strategy may backfire and may even reduce the likelihood of individuals performing the desired action has been largely overlooked. This paper develops a theory of how hypocrisy stimulates two opposing heuristic processes: one that favors the former, positive outcome (the eco-citizenship effect) and one that renders hypocrisy non-effective (resistance-to-habit-change effect). We test the model and reveal important boundary conditions using the finding of a comprehensive field experiment (1377 consumers). Situational (public vs. private advocacy) and individual factors (low vs. high construal levels) determine which of the competing mechanisms is activated. The paper contributes a novel understanding to managers and scholars of how hypocrisy operates and illuminates the contingencies of when this strategy is beneficial.
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