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Sustainable consumption: a self-concept perspective. Jan Willem Bolderdijk Department of Marketing University of Groningen. How to motivate consumers?. Current practice: Financial incentives (energy taxes, discounts, subsidies) Raising awareness (warnings, labels, campaigns). Assumptions. - PowerPoint PPT Presentation
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|15-11-20121
Sustainable consumption: a self-concept perspective
Jan Willem BolderdijkDepartment of MarketingUniversity of Groningen
|15-11-20122
|15-11-2012
How to motivate consumers?› Current practice:
Financial incentives (energy taxes, discounts, subsidies) Raising awareness (warnings, labels, campaigns)
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Assumptions› Consumers (only) act in their short-term self-interest
Campaigns should explicate monetary benefits of sustainable consumption
4
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Self-concept maintenance
People balance self-interest with self-image concerns (Mazar & Zhong, 2008)
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Field experiment
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(Bolderdijk, Steg, Geller, Lehman & Postmes, Nature Climate Change, 2012)
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Awareness campaigns› Assumption
‘Information gap’ Information => knowledge/awareness => change
› Literature Cognitive dissonance- Values
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Effect of environmental information11
(Bolderdijk, Gorsira, Keizer & Steg, submitted)
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Electric vehicles
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Marketing electric vehicles› Assumption: Limited uptake due to range anxiety
Strategy: Downplay/counteract functional downsides› Self-concept motive: early adopters buy EV for symbolic
function Costly-signalling (e.g. Griskevicius et al, 2010)- Functional downsides need not prohibit uptake
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Q1: How important are these attributes when buying an electric car?
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Buying Intention
Beliefs attributes electric car
Instrumental(M = 3.8, SD = 0.8)
Environmental(M = 5.2, SD = 1.0)
Symbolic(M = 2.7, SD = 1.1)
n.s.
.28
.29
Β’s:
Q2: Rate a “typical electric car” on these attributes
(Noppers, Keizer, Bolderdijk & Steg, submitted)
|15-11-2012
Conclusion› Current assumptions on how to motivate consumers may
be misguided› Motivation
Look beyond the usual suspects, and consider:- Self-concept- Values- Status
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