INFLUENCING CONSUMER ENGAGEMENT IN ENVIRONMENTALLY RESPONSIBLE BEHAVIOR

John E. Cicala, Jesus Carmona and Barbara R. Oates

International Journal of Management and Marketing Research, 2016, vol. 9, issue 2, 1-12

Abstract: The objective of green marketing campaigns is to influence consumer behavior by communicating the benefits of engaging in environmentally responsible behavior (ERB), such as recycling, conserving energy, purchasing locally or regionally grown/raised food, etc. Marketers use a variety of communication channels to diffuse these influential messages to their target segments. These messages convey a range of individual and socially collective benefits of ERB. They commonly stress its behavioral advantages in one of two contexts: ecological or economical. Yet, an insufficient amount of research exists towards understanding if one (or either) context is more influential in increasing the likelihood of consumers’ willingness to engage in this increasingly essential social behavior. The findings of this study suggest that although communications rooted in a context presenting the economic upside of environmentally responsible behavior have a greater influence on consumers’ likelihood to recycle, environmentally themed messages were seen as being more honest

Keywords: Green Marketing; Consumer Behavior; ERB; Advertising; Public Policy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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