The influence of social norms on ethical consumption behaviour : an experimental study

Scaroni, Alice (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Varga, Peter (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland) ; Terrier, Lohyd (Ecole hôtelière de Lausanne, HES-SO // University of Applied Sciences Western Switzerland)

It is often argued that public interest in sustainability is rising, with many studies reporting that an considerable number of so-called “ethical consumers” are concerned with the ethical aspects in the products they purchase. However, many studies address a gap between consumers’ favourable intentions and actual purchasing behaviour, questioning the existence of consistent ethical consumption behaviours. In this paper, an experimental study using normative messages as an influential tool in decreasing this discrepancy was performed. Experimental methodology using normative messages to enhance participants’ ethical behaviour was replicated and extended to a hospitality environment. By analysing consumers’ choices when ordering their beverage, this study seeks to determine whether normative messages are a more effective tool in fostering consumers’ ethical behaviour, than standard environmental message. In line with previous findings, normative appeals resulted in a more efficient solution. The finding of this paper yield to interesting recommendations to target the ethically-minded consumer.


Keywords:
Conference Type:
full paper
Faculty:
Economie et Services
School:
EHL
Institute:
Aucun institut
Subject(s):
Economie/gestion
Publisher:
Dublin, Ireland, 7-9 November 2018
Date:
2018-11
Dublin, Ireland
7-9 November 2018
Pagination:
8 p.
Published in:
Proceedings of the EuroCHRIE 2018 Conference
Appears in Collection:

Note: The status of this file is: restricted


 Record created 2019-04-10, last modified 2019-06-11

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