Stimolare le scelte di consumo «green»

Michelle Bonera, Anna Codini, Giulia Miniero and Elisabetta Corvi

Micro & Macro Marketing, 2015, issue 1, 41-64

Abstract: The present study contributes to the debate about how to convince consumers to engage into green consumption. It aims to investigate the role that a particular individual difference, the regulatory focus, assumes in green consumer behavior. The regulatory focus is the strategic orientation individuals use to pursue their goals. In particular we want to evaluate if and how the individuals regulatory focus may be a stimulating factor for the adoption of green behavior. One experimental study was conducted aimed at measuring the effect of regulatory focus in green and not green consumption. The study empirically verifies which of the two orientations (promotion/prevention) takes discriminant value in the decision to purchase a green product and, more generally, the comparative analysis of the two conditions confirmed that this effect can be considered to be more noticeable when buying green instead than not green products. Thus, managers and advertisers that want to persuade consumers to engage into green consumption should make sure to take into consideration the regulatory focus boosting effect.

Keywords: Green Consumer Behavior; Sustainable Consumption. (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.rivisteweb.it/download/article/10.1431/79727 (application/pdf)
https://www.rivisteweb.it/doi/10.1431/79727 (text/html)
Access to full text is restricted to subscribers

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:mul:jyf1hn:doi:10.1431/79727:y:2015:i:1:p:41-64

Access Statistics for this article

Micro & Macro Marketing is currently edited by Dario Romano

More articles in Micro & Macro Marketing from Società editrice il Mulino
Bibliographic data for series maintained by ().