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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 785-785.

Authors

Marilyn Giroux, Concordia University, Canada
Frank Pons, Universite Laval, Canada
Lionel Maltese, Euromed Management, France



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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