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The Double-Edged Sword of Ethical Nudges: Does Inducing Hypocrisy Help or Hinder the Adoption of Pro-environmental Behaviors?

Author

Listed:
  • Karoline Gamma

    (University of St. Gallen)

  • Robert Mai

    (Grenoble Ecole de Management, DFR Marketing)

  • Moritz Loock

    (University of St. Gallen)

Abstract

To promote ethical and pro-environmental behavior, hypocrisy sometimes is made salient to individuals: i.e., they are made aware that their past behavior does not conform to expressed norms. The fact that this strategy may backfire and may even reduce the likelihood of individuals performing the desired action has been largely overlooked. This paper develops a theory of how hypocrisy stimulates two opposing heuristic processes: one that favors the former, positive outcome (the eco-citizenship effect) and one that renders hypocrisy non-effective (resistance-to-habit-change effect). We test the model and reveal important boundary conditions using the finding of a comprehensive field experiment (1377 consumers). Situational (public vs. private advocacy) and individual factors (low vs. high construal levels) determine which of the competing mechanisms is activated. The paper contributes a novel understanding to managers and scholars of how hypocrisy operates and illuminates the contingencies of when this strategy is beneficial.

Suggested Citation

  • Karoline Gamma & Robert Mai & Moritz Loock, 2020. "The Double-Edged Sword of Ethical Nudges: Does Inducing Hypocrisy Help or Hinder the Adoption of Pro-environmental Behaviors?," Journal of Business Ethics, Springer, vol. 161(2), pages 351-373, January.
    • Handle: RePEc:kap:jbuset:v:161:y:2020:i:2:d:10.1007_s10551-018-3930-2
    DOI: 10.1007/s10551-018-3930-2
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    References listed on IDEAS

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    Cited by:

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    3. Nguyen, Trang & de Brauw, Alan & van den Berg, Marrit, 2022. "Sweet or not: Using information and cognitive dissonance to nudge children toward healthier food choices," Economics & Human Biology, Elsevier, vol. 47(C).
    4. Yuhosua Ryoo & WooJin Kim, 2024. "Approach versus Avoidance: A Self-Regulatory Perspective on Hypocrisy Induction in Anti-Cyberbullying CSR Campaigns," Journal of Business Ethics, Springer, vol. 189(2), pages 345-364, January.
    5. Fanghella, Valeria & Thøgersen, John, 2022. "Experimental evidence of moral cleansing in the interpersonal and environmental domains," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 97(C).
    6. Zhang, Jin & Huang, Yidi & Zhu, Junming & Zhao, Lijun, 2023. "A meta-analysis on the effectiveness of food-waste reducing nudges," Food Policy, Elsevier, vol. 120(C).
    7. Joseph A. Johnson & Patrick R. Martin & Bryan Stikeleather & Donald Young, 2022. "Investigating the Interactive Effects of Prosocial Actions, Construal, and Moral Identity on the Extent of Employee Reporting Dishonesty," Journal of Business Ethics, Springer, vol. 181(3), pages 721-743, December.

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