Cueing Common Ecological Behaviors to Increase Environmental Attitudes and Behavior

Gert Cornelissen, Catholic University Leuven, Belgium
Mario Pandelaere, Catholic University Leuven, Belgium
Luk Warlop, Catholic University Leuven, Belgium
A major obstacle for promoting ecological consumer behavior is that people may hold negative attitudes towards ecological behavior. Because attitudes may be inferred from previous behavior, we tested whether making previous pro-environmental behavior salient would influence their attitudes towards pro-environmental behaviors and their actual ecological decisions. Cueing people with commonly performed ecological behavior positively influenced their attitudes towards ecological behavior (Study 1) and rendered their consumption decisions more ecologically sound (Study 2). Implications for setting up effective social marketing campaigns are discussed.
[ to cite ]:
Gert Cornelissen, Mario Pandelaere, and Luk Warlop (2007) ,"Cueing Common Ecological Behaviors to Increase Environmental Attitudes and Behavior", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 701-702.