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I've got the power: Encouraging pro-environmental behavior through messaging

Author

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  • Mannem, Archana
  • Heintz Tangari, Andrea
  • Baran, Megan J.

Abstract

Manufacturers and retailers are introducing pro-environmental alternatives (such as alternative meat products) to more conventional and less environmentally friendly products in order to encourage sustainable consumption. In this research, we test the impact of product-related environmental information, self-efficacy, power messages, and green consumption values (GCV) on purchase intentions and choice of pro-environmental alternatives. Our findings suggest that the effect of environmental information on purchase intentions for pro-environmental alternatives is stronger for individuals with high self-efficacy. We show that using power messages in marketing communications as an intervention has an effect similar to self-efficacy on purchase intentions toward the alternative. We also show that the power message manipulation interacts with GCV in enhancing perceptions of the individual’s environmental impact, which further influences purchase intentions and choice of the pro-environmental option. This research has implications for the literature on environmental messaging, advertisers, and marketers of sustainable products.

Suggested Citation

  • Mannem, Archana & Heintz Tangari, Andrea & Baran, Megan J., 2023. "I've got the power: Encouraging pro-environmental behavior through messaging," Journal of Business Research, Elsevier, vol. 168(C).
    • Handle: RePEc:eee:jbrese:v:168:y:2023:i:c:s0148296323005878
    DOI: 10.1016/j.jbusres.2023.114228
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    References listed on IDEAS

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    1. Huang, Huiping, 2016. "Media use, environmental beliefs, self-efficacy, and pro-environmental behavior," Journal of Business Research, Elsevier, vol. 69(6), pages 2206-2212.
    2. Liu, Longzhu & Chen, Rong & He, Feng, 2015. "How to promote purchase of carbon offset products: Labeling vs. calculation?," Journal of Business Research, Elsevier, vol. 68(5), pages 942-948.
    3. Lee, Eung Jin & Bae, Joonheui & Kim, Kyung Hoon, 2020. "The effect of environmental cues on the purchase intention of sustainable products," Journal of Business Research, Elsevier, vol. 120(C), pages 425-433.
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