I've got the power: Encouraging pro-environmental behavior through messaging

Archana Mannem, Andrea Heintz Tangari and Megan J. Baran

Journal of Business Research, 2023, vol. 168, issue C

Abstract: Manufacturers and retailers are introducing pro-environmental alternatives (such as alternative meat products) to more conventional and less environmentally friendly products in order to encourage sustainable consumption. In this research, we test the impact of product-related environmental information, self-efficacy, power messages, and green consumption values (GCV) on purchase intentions and choice of pro-environmental alternatives. Our findings suggest that the effect of environmental information on purchase intentions for pro-environmental alternatives is stronger for individuals with high self-efficacy. We show that using power messages in marketing communications as an intervention has an effect similar to self-efficacy on purchase intentions toward the alternative. We also show that the power message manipulation interacts with GCV in enhancing perceptions of the individual’s environmental impact, which further influences purchase intentions and choice of the pro-environmental option. This research has implications for the literature on environmental messaging, advertisers, and marketers of sustainable products.

Keywords: Environmental information; Self-efficacy; Power; Green consumption values; Pro-environmental behavior; Plant-based products (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296323005878
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005878

DOI: 10.1016/j.jbusres.2023.114228

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().