Social Normative Influence: An Exploratory Study Investigating its Effectiveness in Increasing Engagement in Sustainable Apparel-Purchasing Behaviors

Even when consumers are knowledgeable and concerned about sustainability issues related to apparel production and consumption, their level of engagement in sustainable apparel purchasing behaviors is low. Through a four-group pretest posttest, quasi-experimental design, this exploratory research examined the persuasive appeal of door hangers employing social normative influence and petitioning consumers to engage in sustainable apparel-purchasing behaviors. Data were collected from students living on campus at a university in the Midwestern United States. At the start of the experiment, the participants completed a survey that assessed engagement in sustainable apparel purchasing. Door hangers were then distributed to the participants' rooms. After 10 weeks, the students' engagement in sustainable apparel purchasing was reassessed by having the participants complete an identical survey. Results indicate that engagement in sustainable apparel-purchasing behaviors among the participants was low. Furthermore, normative social influence was not an adequate motivator to increase consumption of sustainable apparel.