Is there a time to turn “green”? Effectiveness of social labeling in promoting preadolescents’ pro-environmental behaviors

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-environmentalbehaviors in preadolescents, and examine the moderating effect of age. We run an experiment on 115 preadolescents and show that (1) tweens exposed to a social labeling declare more pro-environmental behaviors, (2) those behavioral concerns are sustained over an extended period of time, and (3) preadolescents between 9.5 and 11.5 year-old are the most responsive to the technique, underlying an inverted-U relationship between social labeling effectiveness and age. Referring to previous research on children, persuasion knowledge and social labeling, we propose theoretical explanations and (responsible) managerial implications.

Keywords: Marketing; Label écologique; Behavior (search for similar items in EconPapers)
Date: 2014-06
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Published in ICORIA, Jun 2014, Amsterdam, Netherlands

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01414985

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