Social Normative Influence: An Exploratory Study Investigating its Effectiveness in Increasing Engagement in Sustainable Apparel-Purchasing Behaviors

Kim Hiller Connell and Joy Kozar

Journal of Global Fashion Marketing, 2012, vol. 3, issue 4, 172-179

Abstract: Even when consumers are knowledgeable and concerned about sustainability issues related to apparel production and consumption, their level of engagement in sustainable apparel purchasing behaviors is low. Through a four-group pretest posttest, quasi-experimental design, this exploratory research examined the persuasive appeal of door hangers employing social normative influence and petitioning consumers to engage in sustainable apparel-purchasing behaviors. Data were collected from students living on campus at a university in the Midwestern United States. At the start of the experiment, the participants completed a survey that assessed engagement in sustainable apparel purchasing. Door hangers were then distributed to the participants’ rooms. After 10 weeks, the students’ engagement in sustainable apparel purchasing was reassessed by having the participants complete an identical survey. Results indicate that engagement in sustainable apparel-purchasing behaviors among the participants was low. Furthermore, normative social influence was not an adequate motivator to increase consumption of sustainable apparel.

Date: 2012
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/20932685.2012.10600847 (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:taf:rgfmxx:v:3:y:2012:i:4:p:172-179

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/rgfm20

DOI: 10.1080/20932685.2012.10600847

Access Statistics for this article

Journal of Global Fashion Marketing is currently edited by Yelena Wang

More articles in Journal of Global Fashion Marketing from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().