Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
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 • Consumers (only) act in their short-term self-interest • Campaigns should explicate monetary benefits of sustainable consumption
Self-concept maintenance • People balance self-interest with self-image concerns (Mazar & Zhong, 2008)
Awareness campaigns Assumption ‘Information gap’ Information => knowledge/awareness => change Literature Cognitive dissonance Values
Effect of environmental information (Bolderdijk, Gorsira, Keizer & Steg, submitted)
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
Q1: How important are these attributes when buying an electric car?
Beliefs attributes electric car Instrumental (M = 3.8, SD = 0.8) Β’s: n.s. Buying Intention .28 Environmental (M = 5.2, SD = 1.0) .29 Symbolic (M = 2.7, SD = 1.1) (Noppers, Keizer, Bolderdijk & Steg, submitted) Q2: Rate a “typical electric car” on these attributes
Conclusion • Current assumptions on how to motivate consumers may be misguided • Motivation • Look beyond the usual suspects, and consider: • Self-concept • Values • Status