期刊
JOURNAL OF ENVIRONMENTAL PSYCHOLOGY
卷 43, 期 -, 页码 166-174出版社
ACADEMIC PRESS LTD- ELSEVIER SCIENCE LTD
DOI: 10.1016/j.jenvp.2015.06.008
关键词
Descriptive norms; Sustainable consumption; Minority behavior
资金
- Agence Nationale de la Recherche [ANR-2010-CEPL-009-02]
Our research examined effective ways of presenting true descriptive norm information about sustainable consumption in a realistic online shopping environment, even when the current norms for purchasing green products are low. In Experiment 1, participants presented with both strong and weak formulations of descriptive norms purchased more eco-labeled products and spent more money in comparison with a control condition. Using a different population, Experiment 2 confirmed these results for strong norms, but not for weak ones, and eliminated product salience and differential recall of norms as explanations for these effects. Overall, these findings suggest that even though current levels of green consumption may be relatively low, they can be truthfully described in ways that promote sustainable consumption in a shopping environment with real incentives. These methods can be easily adopted by supermarket chains and department stores. (C) 2015 Elsevier Ltd. All rights reserved.
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