Il paraît que je suis soucieux de la nature: L’étiquetage social pour encourager les comportements responsables chez les préadolescents

Julien Bourjot-Deparis, Karine Charry and Béatrice Parguel ()
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Julien Bourjot-Deparis: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: We study the effectiveness of social labeling to promote pro-environmental behaviors in children, and examine more specifically the moderating effect of children's age. We run an experiment on 3rd to 6th grade children and show that 1/ children exposed to a social labeling declare more pro-environmental behaviors and that 2/ children at an intermediate age (between 9,5 and 11,5) are the most responsive to the technique, underlying an inverted-U relationship between social labeling effectiveness and children's age. These results contribute to a better theoretical understanding of social labeling and suggest implications for public policy makers.

Keywords: Public policy; Marketing; Politique publique.; Marketing environnemental; Marketing social; Etiquetage social; LABEL (search for similar items in EconPapers)
Date: 2015-05
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Published in AFM Congress, May 2015, Marrakech, Maroc

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01414617

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