Consumer Proclivity For Sustainable Consumption: a Social Normative Approach

Peter Voyer, University of Windsor, Canada
Some consumers deliberately reject normative sustainable consumption behaviors, while simultaneously engaging in others that are not normative. To understand why, a causal model is developed and three studies are used to test it. Results suggest that a personality trait drives particular consumers to reject a behavior if perceived as normative.
[ to cite ]:
Peter Voyer (2015) ,"Consumer Proclivity For Sustainable Consumption: a Social Normative Approach", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 421-427.