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Is there a time to turn “green”? Effectiveness of social labeling in promoting preadolescents’ pro-environmental behaviors

Author

Listed:
  • Julien Bourjot-Deparis

    (Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Karine Charry

    (IESEG - UCL - Université catholique de Lille)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

We study the effectiveness of "social labeling" to promote pro-environmentalbehaviors in preadolescents, and examine the moderating effect of age. We run an experiment on 115 preadolescents and show that (1) tweens exposed to a social labeling declare more pro-environmental behaviors, (2) those behavioral concerns are sustained over an extended period of time, and (3) preadolescents between 9.5 and 11.5 year-old are the most responsive to the technique, underlying an inverted-U relationship between social labeling effectiveness and age. Referring to previous research on children, persuasion knowledge and social labeling, we propose theoretical explanations and (responsible) managerial implications.

Suggested Citation

  • Julien Bourjot-Deparis & Karine Charry & Béatrice Parguel, 2014. "Is there a time to turn “green”? Effectiveness of social labeling in promoting preadolescents’ pro-environmental behaviors," Post-Print hal-01414985, HAL.
    • Handle: RePEc:hal:journl:hal-01414985
    as

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