When do social norms drive access-based-consumption?

Smruti Kulkarni and Béatrice Parguel ()
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Smruti Kulkarni: Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres
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: Considering the global challenge of overconsumption and the potential benefits of alternative consumption models such as Access-Based-Services (ABS), this research investigates the influence of social norms on trial intent of ABS. Precisely, we explore the influence of the type of norm (descriptive vs. injunctive) and the message framing (positive vs. negative) considering two product categories (i.e., fashion, tools) using a 2x2x2 online between-subjects experiment. Overall, we show a triple interaction effect. For fashion, negatively framed injunctive normative messages that convey disapproval for hoarding clothes have the strongest impact on trial intent. For tools, positively framed injunctive normative messages are the most effective. For fashion, the impact of injunctive norms on trial intent is stronger among consumers who are less ecologically sensitive. These results have practical implications for marketers of platforms and provide fruitful research avenues for scholars studying the sharing economy from a marketing perspective.

Keywords: Access-based Consumption; Social Norms; Message Framing (search for similar items in EconPapers)
Date: 2023-12
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Published in Australian & New Zealand Marketing Academy ANZMAC Conference, Dec 2023, Dunedin, New Zealand

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04361892

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