Sustainability Marketing Strategies: How Self-Efficacy and Controllability Can Stimulate Pro-Environmental Behaviors For Individuals

Marilyn Giroux, Concordia University, Canada
Frank Pons, Universite Laval, Canada
Lionel Maltese, Euromed Management, France
The authors investigate what motivates consumers to express sustainable goals. The results demonstrate that pro-environmental attitude directly impacted such low-cost behaviors as turning off lights. However, the authors find that perceived social support, self-identity and perceptions of control positively influence more difficult behaviors, such as buying products with less packaging.
[ to cite ]:
Marilyn Giroux, Frank Pons, and Lionel Maltese (2014) ,"Sustainability Marketing Strategies: How Self-Efficacy and Controllability Can Stimulate Pro-Environmental Behaviors For Individuals", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 785-785.