The Not-so-simple Impact of Norms on Green Behaviours: The Moderating Roles of Social Identity Complexity and Cognitive Resources
Year: 2012
Type: dissertation
Abstract: Environmentally friendly products are gaining market share, yet we do not have a majority of consumers committed to purchasing green products.This study aims to identify how and when consumers can be influenced to make environmentally conscious buying decisions.Previous research has demonstrated that social norms are key in guiding such behaviours.This study adds to the literature by investigating the impact of individual-specific and situational factors.In fact, we evaluated the moderating role of social identity complexity (SIC) on an individual's sensitivity to normative influences.In addition, this research assessed the effectiveness of a new measure: online social identity complexity (OSIC).Given the recent explosion of social networking sites such as Facebook, and their impact on our daily lives, it is relevant to assess how these online networks can influence the way people express their identity and respond to normative messages.Finally, the impact of cognitive resources on norm adherence was investigated.In the end, a significant three-way relationship was found between social identity complexity, cognitive resource depletion and normative messages. iv ACKOWLEDGEMENTS Dr. Bodur:This thesis would not have been possible without your guidance and help.Thank you for sharing your great knowledge, wisdom and experience.I have learned so much.It was a pleasure working with you. Mom, Dad and Alex:Thank you for your unconditional love and support.It is because I have such a strong support group that I have been able to accomplish so many great things and know that I can continue to aim higher.
Author: Stephanie Peck
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2147050720