The effectiveness of social norms in promoting green consumption

IF 2.9 Q2 MANAGEMENT Social Responsibility Journal Pub Date : 2023-07-11 DOI:10.1108/srj-10-2022-0466
Van Hanh Thi Do, L. Do
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引用次数: 2

Abstract

Purpose Given the seriousness of environmental issues, academic research has proposed social norms as an effective policy tool to encourage a wide range of pro-environmental behaviors, including green consumption. However, tangible evidence of the effectiveness of the social norm approach for green consumption behaviors is unreconciled, raising controversy about such a strategy. Considering that social norm interventions are only effective when targeted at the right consumers, this study aims to focus on exploring the role of individual difference factors, namely, social power value-, social face value- and independence orientations, in clarifying the effects of social norms on green consumption behaviors. Design/methodology/approach The study uses hierarchical ordinary least squares regression to test the hypotheses with survey data from 269 consumers in Southeast Asia. Findings The study reveals that perceived social norms positively predict green consumption behaviors, providing additional evidence for the effectiveness of the social norms. It also finds that the perceived social norms have a stronger impact on the green consumption behaviors of consumers who value social power and social face. However, the effect becomes weaker for consumers with a strong tendency toward independence. Originality/value This study highlights the importance of individual difference factors in explaining the effectiveness of social norms. The current findings also offer insightful implications for designing more effective social influence approaches for constructing green consumption culture.
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社会规范促进绿色消费的有效性
目的鉴于环境问题的严重性,学术研究提出社会规范是鼓励包括绿色消费在内的广泛环保行为的有效政策工具。然而,关于绿色消费行为的社会规范方法有效性的具体证据尚未得到证实,这引发了对这一策略的争议。考虑到社会规范干预只有在针对正确的消费者时才有效,本研究旨在探讨个体差异因素,即社会权力价值取向、社会面子价值取向和独立取向,在阐明社会规范对绿色消费行为的影响方面的作用。设计/方法/方法该研究使用分层普通最小二乘回归,用来自东南亚269名消费者的调查数据来检验这些假设。结果表明,感知的社会规范对绿色消费行为具有正向预测作用,为社会规范的有效性提供了额外的证据。研究还发现,感知的社会规范对重视社会权力和社会面子的消费者的绿色消费行为有更强的影响。然而,对于具有强烈独立倾向的消费者来说,这种影响变得较弱。原创性/价值本研究强调了个体差异因素在解释社会规范有效性方面的重要性。目前的研究结果也为设计更有效的社会影响方法来构建绿色消费文化提供了深刻的启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
7.30
自引率
6.20%
发文量
65
期刊介绍: The Social Responsibility Journal, the official journal of the Social Responsibility Research Network, is interdisciplinary in its scope and encourages submissions from any discipline or any part of the world which addresses any element of the journal''s aims. The journal encompasses the full range of theoretical, methodological and substantive debates in the area of social responsibility. Contributions which address the link between different disciplines and / or implications for societal, organisational or individual behavior are especially encouraged. The journal publishes theoretical and empirical papers, speculative essays and review articles. The journal also publishes special themed issues under the guidance of a guest editor. Coverage: Accountability and accounting- Issues concerning sustainability- Economy and finance- Governance- Stakeholder interactions- Ecology and environment- Corporate activity and behaviour- Ethics and morality- Governmental and trans-governmental regulation- Globalisation and disintermediation- Individuals and corporate citizenship- Transparency and disclosure- Consumption and its consequences- Corporate and other forms of organization
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