The impact of normative beliefs and self-consciousness on making greener choices through greener preference

Research output: Contribution to conferenceAbstract

Abstract

Green consumption has been seen as a means of minimizing the adverse impact of human consumption on the environment (Tripathi, 2017). The promotion of greener choices has been a concern for researchers, scholars, marketing practitioners and policy-makers. One way of popularising this is through the design of effective behavioural interventions by presenting ‘motivationally salient’ alternatives. This requires an understanding of the intentional formulation processes behind the resulting green consumption.

Extant frameworks use normative motivations to understand this process which are either from self-expectation (personal norms) or social expectation (social norms). Norms play a crucial role in an individual’s choice by shaping individual preferences (Bicchieri, et al, 2014), while the role of an overall greener preference has been neglected. Thus, this research synthesises both personal and social normative sources to examine their combined effect on greener choice through green preference. Especially, this research unpacks how private and public dimensions of self-consciousness affect the greener choice making when consumers encounter conflicted expectations/norms. Additionally, this research investigates how ‘choice architecture’ would further help consumers to make greener choice.

This research adopts experimental research to examine two interventional routes to alter consumers’ behaviour towards greener choices: i) motivationally normative information as the content of choice options, and ii) choice architecture (i.e., default setting).

This research, preliminary findings of which will be presented in the conference, aims to bridge the theoretical gap regarding how normative motives interplay with self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in designing effective interventions for promoting greener choices.

The preliminary findings of this research will be presented in the conference. The aim is to bridge the theoretical gap regarding how normative motives interplay with the self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in the design of of effective interventions for promoting greener choices.

Fingerprint

Self-consciousness
Marketing
Consumer behaviour
Social norms
Experimental research
Individual preferences
Politicians

Keywords

  • green consumption
  • greener preference
  • self-consciousness
  • injunctive norms
  • descriptive norms
  • personal norms

Cite this

@conference{8d4d313008304190850e6d7fde6fe9b6,
title = "The impact of normative beliefs and self-consciousness on making greener choices through greener preference",
abstract = "Green consumption has been seen as a means of minimizing the adverse impact of human consumption on the environment (Tripathi, 2017). The promotion of greener choices has been a concern for researchers, scholars, marketing practitioners and policy-makers. One way of popularising this is through the design of effective behavioural interventions by presenting ‘motivationally salient’ alternatives. This requires an understanding of the intentional formulation processes behind the resulting green consumption.Extant frameworks use normative motivations to understand this process which are either from self-expectation (personal norms) or social expectation (social norms). Norms play a crucial role in an individual’s choice by shaping individual preferences (Bicchieri, et al, 2014), while the role of an overall greener preference has been neglected. Thus, this research synthesises both personal and social normative sources to examine their combined effect on greener choice through green preference. Especially, this research unpacks how private and public dimensions of self-consciousness affect the greener choice making when consumers encounter conflicted expectations/norms. Additionally, this research investigates how ‘choice architecture’ would further help consumers to make greener choice.This research adopts experimental research to examine two interventional routes to alter consumers’ behaviour towards greener choices: i) motivationally normative information as the content of choice options, and ii) choice architecture (i.e., default setting). This research, preliminary findings of which will be presented in the conference, aims to bridge the theoretical gap regarding how normative motives interplay with self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in designing effective interventions for promoting greener choices.The preliminary findings of this research will be presented in the conference. The aim is to bridge the theoretical gap regarding how normative motives interplay with the self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in the design of of effective interventions for promoting greener choices.",
keywords = "green consumption, greener preference, self-consciousness, injunctive norms, descriptive norms, personal norms",
author = "Yuanyuan Zhou and Juliette Wilson and Maria Karampela",
year = "2019",
month = "6",
day = "20",
language = "English",
note = "41st Annual ISMS Marketing Science Conference : Behavioural Track, The Impact of Normative Beliefs and Self-consciousness on Making Greener Choices through Greener Preference ; Conference date: 20-06-2019 Through 22-06-2019",
url = "http://www.stern.nyu.edu/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/events/2019-isms-marketing-science-conference/call-papers",

}

The impact of normative beliefs and self-consciousness on making greener choices through greener preference. / Zhou, Yuanyuan; Wilson, Juliette; Karampela, Maria.

2019. Abstract from 41st Annual ISMS Marketing Science Conference, Roma, Italy.

Research output: Contribution to conferenceAbstract

TY - CONF

T1 - The impact of normative beliefs and self-consciousness on making greener choices through greener preference

AU - Zhou, Yuanyuan

AU - Wilson, Juliette

AU - Karampela, Maria

PY - 2019/6/20

Y1 - 2019/6/20

N2 - Green consumption has been seen as a means of minimizing the adverse impact of human consumption on the environment (Tripathi, 2017). The promotion of greener choices has been a concern for researchers, scholars, marketing practitioners and policy-makers. One way of popularising this is through the design of effective behavioural interventions by presenting ‘motivationally salient’ alternatives. This requires an understanding of the intentional formulation processes behind the resulting green consumption.Extant frameworks use normative motivations to understand this process which are either from self-expectation (personal norms) or social expectation (social norms). Norms play a crucial role in an individual’s choice by shaping individual preferences (Bicchieri, et al, 2014), while the role of an overall greener preference has been neglected. Thus, this research synthesises both personal and social normative sources to examine their combined effect on greener choice through green preference. Especially, this research unpacks how private and public dimensions of self-consciousness affect the greener choice making when consumers encounter conflicted expectations/norms. Additionally, this research investigates how ‘choice architecture’ would further help consumers to make greener choice.This research adopts experimental research to examine two interventional routes to alter consumers’ behaviour towards greener choices: i) motivationally normative information as the content of choice options, and ii) choice architecture (i.e., default setting). This research, preliminary findings of which will be presented in the conference, aims to bridge the theoretical gap regarding how normative motives interplay with self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in designing effective interventions for promoting greener choices.The preliminary findings of this research will be presented in the conference. The aim is to bridge the theoretical gap regarding how normative motives interplay with the self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in the design of of effective interventions for promoting greener choices.

AB - Green consumption has been seen as a means of minimizing the adverse impact of human consumption on the environment (Tripathi, 2017). The promotion of greener choices has been a concern for researchers, scholars, marketing practitioners and policy-makers. One way of popularising this is through the design of effective behavioural interventions by presenting ‘motivationally salient’ alternatives. This requires an understanding of the intentional formulation processes behind the resulting green consumption.Extant frameworks use normative motivations to understand this process which are either from self-expectation (personal norms) or social expectation (social norms). Norms play a crucial role in an individual’s choice by shaping individual preferences (Bicchieri, et al, 2014), while the role of an overall greener preference has been neglected. Thus, this research synthesises both personal and social normative sources to examine their combined effect on greener choice through green preference. Especially, this research unpacks how private and public dimensions of self-consciousness affect the greener choice making when consumers encounter conflicted expectations/norms. Additionally, this research investigates how ‘choice architecture’ would further help consumers to make greener choice.This research adopts experimental research to examine two interventional routes to alter consumers’ behaviour towards greener choices: i) motivationally normative information as the content of choice options, and ii) choice architecture (i.e., default setting). This research, preliminary findings of which will be presented in the conference, aims to bridge the theoretical gap regarding how normative motives interplay with self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in designing effective interventions for promoting greener choices.The preliminary findings of this research will be presented in the conference. The aim is to bridge the theoretical gap regarding how normative motives interplay with the self-consciousness in driving green consumption. It will also have an important role in supporting marketing practitioners in the design of of effective interventions for promoting greener choices.

KW - green consumption

KW - greener preference

KW - self-consciousness

KW - injunctive norms

KW - descriptive norms

KW - personal norms

M3 - Abstract

ER -