Involving Others in Sustainable Consumption: the Positive Impact of Exemplary Behavior

Corinne Kelley, Florida State University, USA
Martin Mende, Florida State University, USA
Maura Scott , Florida State University, USA
Drawing on theories of social observability, impression-management, and role-modeling, we find experimental support for the idea that encouraging others to engage in sustainable behavior causes consumers to take on social role model responsibilities. This has downstream effects on their motivation to engage in other exemplary behaviors (e.g., healthy food choices).
[ to cite ]:
Corinne Kelley, Martin Mende, and Maura Scott (2016) ,"Involving Others in Sustainable Consumption: the Positive Impact of Exemplary Behavior", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 741-741.