Increasing attention is devoted, nowadays, to environmental and sustainable issues that seriously threaten human life (Bandura, 2007; Fitzsimmons 2008). Many scholars (Tanner and Kast 2003) agree that it is important to attract consumers’ attention on these problems and induce them to adapt their behaviors and life style accordingly. However, consumers seem not to be fully conscious of the urgency of adopting a set of different behaviors (Kronrod 2012). It is necessary, though, to stress the need and the importance of their actions and to induce them to act immediately without procrastinating their decisions. With this goal in mind, the present work illustrates the results of 3 experimental studies that focus on individual differences that might influence consumers to comply with green consumption: regulatory focus and time horizon. The former, being the strategic orientation individuals use to pursue their goals, might enhance the sense of duty that consumers experience towards environmental issues. The latter represents the time a consumer believes will elapse before he can experience the outcomes caused by his eventual choice (Wright et al 1977), can induce consumers to immediately engage into a behavior. Results show that prevention focused individuals show higher compliance with green behaviors both in the short term and in the long term outcome horizon. Hence, the belief is that the present study aims to provide further insights about green behavior approach and some useful implications on how to promote green consumption that companies may use in their advertising campaigns.
Striving to promote green consumption: the impact of regulatory focus and time horizon
BERTOLI, GIUSEPPE;CORVI, ELISABETTA;MINIERO, GIULIA
2013
Abstract
Increasing attention is devoted, nowadays, to environmental and sustainable issues that seriously threaten human life (Bandura, 2007; Fitzsimmons 2008). Many scholars (Tanner and Kast 2003) agree that it is important to attract consumers’ attention on these problems and induce them to adapt their behaviors and life style accordingly. However, consumers seem not to be fully conscious of the urgency of adopting a set of different behaviors (Kronrod 2012). It is necessary, though, to stress the need and the importance of their actions and to induce them to act immediately without procrastinating their decisions. With this goal in mind, the present work illustrates the results of 3 experimental studies that focus on individual differences that might influence consumers to comply with green consumption: regulatory focus and time horizon. The former, being the strategic orientation individuals use to pursue their goals, might enhance the sense of duty that consumers experience towards environmental issues. The latter represents the time a consumer believes will elapse before he can experience the outcomes caused by his eventual choice (Wright et al 1977), can induce consumers to immediately engage into a behavior. Results show that prevention focused individuals show higher compliance with green behaviors both in the short term and in the long term outcome horizon. Hence, the belief is that the present study aims to provide further insights about green behavior approach and some useful implications on how to promote green consumption that companies may use in their advertising campaigns.
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