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The interplay between endorser social status and normative appeals on the endorsement effectiveness of pro-environmental behaviors.

ABSTRACT: Employing message endorser is a popular strategy in encouraging consumers to protect the environment. This research explores how the social status of endorsers and the forms of normative messages can influence the effectiveness of endorsement for pro-environmental behaviors. Drawing on the focus theory of normative conduct and the match-up hypothesis, the authors propose that the effects of endorser social status on consumers' responses to green advertising are contingent on whether the normative messages is framed as injunctive norms or descriptive norms. In three experiments, the results indicate that participants show more positive attitudes toward the advertisement and higher intentions to act environmentally friendly when endorsers with high social status are presented in combination with injunctive norm appeals. In contrast, ordinary consumer endorsers produce stronger impact on attitudes and behavioral intentions when descriptive norm appeals are used. These findings show that marketers using endorsers to promote pro-environmental behaviors should develop normative message accordingly.

SUBMITTER: He H

PROVIDER: S-EPMC6333400 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature

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Publications

The interplay between endorser social status and normative appeals on the endorsement effectiveness of pro-environmental behaviors.

He Hao H Fu Jingtao J Li Xi X Guo Rui R

PloS one 20190115 1

Employing message endorser is a popular strategy in encouraging consumers to protect the environment. This research explores how the social status of endorsers and the forms of normative messages can influence the effectiveness of endorsement for pro-environmental behaviors. Drawing on the focus theory of normative conduct and the match-up hypothesis, the authors propose that the effects of endorser social status on consumers' responses to green advertising are contingent on whether the normativ ...[more]

PMID: 30645643

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Project description:The living environment might play an important role in shaping the pro-environmental intentions of the people. However, there was limited research on how the living environments influenced the pro-environmental intentions of people. The objectives of this study are to evaluate the direct effects of physical and social environments on pro-environmental intentions as well as the mediating effects of environmental attitudes and life satisfaction. Structural Equation Modeling was used with data extracted from the 2020 Taiwan Social Change Survey database (n = 1671). Results showed direct positive associations of both physical and social environments with pro-environmental intentions (β = 0.133 and β = 0.076, respectively) as well as indirect positive associations via the life satisfaction-mediating pathway (β = 0.031 and β = 0.044, respectively). The physical environment negatively influenced pro-environmental intentions through the environmental attitude pathway (β = - 0.255) with unpleasant neighborhood enhancing the pro-environmental intentions of residents. Taken together, the overall effect of the physical environment was negative (β = - 0.093) while that of the social environment was positive (β = 0.109). The most important factors for the physical and social environments were disturbance and livability in north, central and south Taiwan, neighborhood pollution and interestingness in east Taiwan. Accordingly, minimizing disturbance and neighborhood pollution of the physical environment could have the highest effect on pro-environmental intentions enhancement in western and eastern Taiwan, respectively. For the social environment, improving livability in the west and interestingness in the east would have an even larger impact on pro-environmental intentions. This study emphasized the importance of neighborhood environment on the environmental intentions of the people. The study also identified the important factors for policymakers to target to achieve the best effect on improving environmental intentions.

Project description:In order to minimize climate change it is important that people take up a sustainable lifestyle. Sustainable lifestyles call for pro-environmental behaviors (PEBs) in several domains, such as in-home energy use, mobility, and consumption of food and goods. However, studies show that people often do not consistently behave pro-environmentally in all domains. In this study we investigated how a combination of personal motivation, and the difficulty and the perceived effort of a PEB, predicts the performance of PEBs in various domains, using a survey (n = 1,536). By means of Rasch analysis we identified the difficulty of 17 PEBs and estimated respondents' pro-environmental motivations. In addition, we investigated if performance of certain PEBs increased the probability of performing other PEBs. This way we could identify for each level of motivation which behaviors respondents were (probably) performing and which behaviors they did not yet perform, but would be least effortful new behaviors. Furthermore, using a non-recursive structural equation model we investigated the relations between perceived effort, PEB performance, motivation, underlying traits, and demographics. Results showed a feedback loop between motivation and perceived effort: when respondents were motivated they perceived behaviors as less effortful and also lower perception of effort was related to higher motivation. Our results imply that people mainly perform PEBs that fit their level of pro-environmental motivation and that they are inclined to do the things of which they can justify the effort they need to invest. This amount of effort seems quite similar for people: no one wants to invest too much effort, but people highly differ in how effortful they assess different behaviors. Our study thus indicates that rationalizations play a key role. Encouraging people to embrace more sustainable lifestyles may involve step-by-step increases in PEB performance. We propose that people should be encouraged to perform behaviors that are closest to their current motivation level in order for them to progress from performing easy to more difficult PEBs.

Dataset Information

The interplay between endorser social status and normative appeals on the endorsement effectiveness of pro-environmental behaviors.

Publications

The interplay between endorser social status and normative appeals on the endorsement effectiveness of pro-environmental behaviors.

Similar Datasets

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