Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.


 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference
 EMAC 2024 Annual
 EMAC 2024 Regional Conference

EMAC 2020 Annual Conference


Being green for the sake of me or others? The moderating role of private/public self-consciousness on the effectiveness of normative information on consumers’ green choices
(A2020-58811)

Published: May 27, 2020

AUTHORS

Yuanyuan Zhou, University of Strathclyde; Juliette Wilson, University of Strathclyde; Maria Karampela, University of Strathclyde

KEYWORDS

Norms; Self-consciousness; Greener choice

ABSTRACT

This research aims to understand how normative mechanisms facilitate greener choices, and how individual differences influence the strength of this effect. Results from two experimental studies reveal that the effectiveness of three types of normative information (personal, descriptive, injunctive) depends on the activation of private/public self-consciousness. Specifically, Study 1 reveals that when private self-consciousness is not activated, providing to consumers information relating to personal norms is more effective in eliciting their green preference, which subsequently increases the likelihood of them making a greener choice. Study 2 reveals that when public self-consciousness is not activated, providing consumers with information relating descriptive and injunctive norms is more effective in directly encouraging them to make a greener choice. The research discusses theoretical contributions and implications about the design of marketing communications and informational prompts.