Persuasive Normative Messages: The Influence of Injunctive and Personal Norms on Using Free Plastic Bags
By J. D. de Groot, W. Abrahamse, Kayleigh Jones. 2013
137 citations recorded by the source corpus.
In this exploratory field-study, we examined how normative messages ( i.e. , activating an injunctive norm, personal norm, or both) could encourage shoppers to use fewer free plastic bags for their shopping in addition to the supermarket’s standard environmental message aimed at reducing plastic bags. In a one-way subjects-design ( N = 200) at a local supermarket, we showed that shoppers used significantly fewer free plastic bags in the injunctive, personal and combined normative message condition than in the condition where only an environmental message was present. The combined normative message did result in the smallest uptake of free plastic bags compared to the injunctive and personal normative-only message, although these differences were not significant. Our findings imply that re-wording the supermarket’s environmental message by including normative information could be a promising way to reduce the use of free plastic bags, which will ultimately benefit the environment.
Subfields: Applied Psychology, Management, Monitoring, Policy and Law, Marketing
View Paper: https://www.semanticscholar.org/paper/7824bc2e4aa36e32b72e317342e3a1840abf2a52
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In Applied Psychology
In Management, Monitoring, Policy and Law
In Marketing
Citations in the corpus
- Exploring Beliefs About Bottled Water and Intentions to Reduce Consumption The Dual-Effect of Social Norm Activation and Persuasive Information (2015, background): “…a more general trend suggesting that instead of contrasting different behavioral change tactics, appealing to multiple aspects of human behavior simultaneously is likely to be a more successful approach (e.g., De Groot et al., 2013; Helgeson, van der Linden, & Chabay, 2012; Steg & Vlek, 2009).”