Target-Oriented Promotion of the Intention for Sustainable Behavior with Social Norms

Jan Silberer, Patrick Müller, Thomas Bäumer and Stephanie Huber
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Jan Silberer: Department of Business Psychology, University of Applied Sciences, 70174 Stuttgart, Germany
Patrick Müller: Department of Business Psychology, University of Applied Sciences, 70174 Stuttgart, Germany
Thomas Bäumer: Department of Business Psychology, University of Applied Sciences, 70174 Stuttgart, Germany
Stephanie Huber: Department of Business Psychology, University of Applied Sciences, 70174 Stuttgart, Germany

Sustainability, 2020, vol. 12, issue 15, 1-16

Abstract: To date, measures to promote sustainable behavior by influencing attitudes have often not had the expected success. Past research indicates that using social norms to promote sustainable behavior in people with low involvement in environmental protection offers a promising basis to address this problem. In this study, this insight was transferred to the context of two environmental measures at an early stage of development by investigating the effects of social norms on the intention for sustainable behavior in people with a low intention to be involved in environmental protection. Study 1 was conducted in the context of a university project on energy-saving behavior with 606 university members, and Study 2 was carried out in the context of a project on the acceptance of an innovative, sustainable technology with 101 consumers. In both studies, social norms had stronger effects on people with a low intention to be involved in environmental protection. Therefore, using social norms to promote the intention for sustainable behavior among people with a low intention to be involved offers a promising basis for further research and could serve as an approach for designing target-group-specific strategies at early stages in the development of sustainability measures.

Keywords: intentions; sustainable behavior; social norms; involvement (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:12:y:2020:i:15:p:6193-:d:392827

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