Promoting pro-environmental behaviours through induced hypocrisy

Philippe Odou (), Peter Darke and Dimitri Voisin ()
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Philippe Odou: REGARDS - Recherches en Économie Gestion AgroRessources Durabilité Santé- EA 6292 - URCA - Université de Reims Champagne-Ardenne - MSH-URCA - Maison des Sciences Humaines de Champagne-Ardenne - URCA - Université de Reims Champagne-Ardenne
Dimitri Voisin: LPS - Laboratoire de Psychologie Sociale - AMU - Aix Marseille Université

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Abstract: In the field of ethical consumption, research in recent years has attempted to explain the gap between principles and actual behaviour. Three experimental studies show that when the contradiction between what individuals say and what they do is made salient in the field of environmental protection, that is to say in a situation of induced hypocrisy, they indirectly reduce the resulting cognitive dissonance by being more altruistic towards associations that act for the environment but not towards humanitarian associations. This effect of induced hypocrisy fades as individuals become less vulnerable to the threat to the self by affirming values that are important to them.

Keywords: cognitive dissonance; hypocrisy; norm; persuasion; pro-social behaviours (search for similar items in EconPapers)
Date: 2018-11-26
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Published in Recherche et Applications en Marketing (English Edition), 2018, pp.205157071881384. ⟨10.1177/2051570718813848⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02048758

DOI: 10.1177/2051570718813848

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