Promoting Sustainable Consumer Behaviour Through the Activation of Injunctive Social Norms: A Field Experiment in 19 Workplace Restaurants

Show simple item record

dc.contributor.author Salmivaara, Laura
dc.contributor.author Lankoski, Leena
dc.date.accessioned 2021-11-03T10:35:02Z
dc.date.available 2021-11-03T10:35:02Z
dc.date.issued 2021
dc.identifier.citation Salmivaara , L & Lankoski , L 2021 , ' Promoting Sustainable Consumer Behaviour Through the Activation of Injunctive Social Norms: A Field Experiment in 19 Workplace Restaurants ' , Organization & Environment , vol. 34 , no. 3 , pp. 1086026619831651 . https://doi.org/10.1177/1086026619831651
dc.identifier.other PURE: 123346059
dc.identifier.other PURE UUID: f1425ce6-d736-4c98-8a04-81d14f5d9445
dc.identifier.other RIS: urn:F36E8CC861962A00151B051C3565C065
dc.identifier.other Scopus: 85063025989
dc.identifier.other ORCID: /0000-0001-6250-8270/work/102574086
dc.identifier.uri http://hdl.handle.net/10138/335985
dc.description.abstract Since production and consumption are co-dependent parts of the same system, businesses often need to complement their production-side sustainability initiatives with accompanying measures aimed at promoting sustainable consumption. As a potential, low-cost measure of steering consumer choice we studied the activation of injunctive social norms by conducting a field experiment (N = 1,289) in 19 workplace restaurants. The aim was to investigate whether the presence and absence of two injunctive norm messages relating to Baltic Sea protection and local food predicted the choice of a novel sustainable dish, roach fish patties. Results of nested analysis of variance and qualitative comparative analysis suggest that while injunctive norm activation was an ineffective measure to steer consumer choice in the overall population, it may have had an impact on smaller subgroups based on sociodemographic characteristics and previous consumption patterns. Furthermore, there was indication of a mutually reinforcing interaction effect when the two injunctive norms were activated in combination. en
dc.language.iso eng
dc.relation.ispartof Organization & Environment
dc.rights cc_by_nc
dc.rights.uri info:eu-repo/semantics/openAccess
dc.subject 1172 Environmental sciences
dc.title Promoting Sustainable Consumer Behaviour Through the Activation of Injunctive Social Norms: A Field Experiment in 19 Workplace Restaurants en
dc.type Article
dc.contributor.organization Department of Forest Sciences
dc.contributor.organization Helsinki Institute of Sustainability Science (HELSUS)
dc.contributor.organization Department of Economics and Management
dc.description.reviewstatus Peer reviewed
dc.relation.doi https://doi.org/10.1177/1086026619831651
dc.relation.issn 1086-0266
dc.rights.accesslevel openAccess
dc.type.version publishedVersion

Files in this item

Total number of downloads: Loading...

Files Size Format View
consumer.pdf 231.0Kb PDF View/Open

This item appears in the following Collection(s)

Show simple item record