Social Normative Influence: An Exploratory Study Investigating its Effectiveness in Increasing Engagement in Sustainable Apparel-Purchasing Behaviors
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초록
Even when consumers are knowledgeable and concernedabout sustainability issues related to apparel production andconsumption, their level of engagement in sustainable apparelpurchasing behaviors is low. Through a four-group pretestposttest, quasi-experimental design, this exploratory research examinedthe persuasive appeal of door hangers employing socialnormative influence and petitioning consumers to engage insustainable apparel-purchasing behaviors. Data were collectedfrom students living on campus at a university in theMidwestern United States. At the start of the experiment, theparticipants completed a survey that assessed engagement insustainable apparel purchasing. Door hangers were then distributedto the participants’ rooms. After 10 weeks, the students’engagement in sustainable apparel purchasing was reassessedby having the participants complete an identical survey. Resultsindicate that engagement in sustainable apparel-purchasing behaviorsamong the participants was low. Furthermore, normativesocial influence was not an adequate motivator to increaseconsumption of sustainable apparel.
Abstract
Even when consumers are knowledgeable and concernedabout sustainability issues related to apparel production andconsumption, their level of engagement in sustainable apparelpurchasing behaviors is low. Through a four-group pretestposttest, quasi-experimental design, this exploratory research examinedthe persuasive appeal of door hangers employing socialnormative influence and petitioning consumers to engage insustainable apparel-purchasing behaviors. Data were collectedfrom students living on campus at a university in theMidwestern United States. At the start of the experiment, theparticipants completed a survey that assessed engagement insustainable apparel purchasing. Door hangers were then distributedto the participants’ rooms. After 10 weeks, the students’engagement in sustainable apparel purchasing was reassessedby having the participants complete an identical survey. Resultsindicate that engagement in sustainable apparel-purchasing behaviorsamong the participants was low. Furthermore, normativesocial influence was not an adequate motivator to increaseconsumption of sustainable apparel.
참고문헌 (17)
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