Using the Social Identity Approach to Support Sustainable Consumer Behaviours
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2022-03-22
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en
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The purpose of this research was to investigate whether communicating moral violations increases politicized identification (with the pro-environmental movement) and if identification with the pro-environmental movement positively correlates with private-sphere proenvironmental behavior intention (measured as green purchase intention). This study conducted an online between-subjects experiment in which the communication of a moral violation was manipulated to measure its effects on politicized identification. The correlation between identification with the pro-environmental movement and private-sphere pro-environmental behavior intention was also measured. The results showed no significant difference in politicized identification between the two conditions, while a significant and moderate positive correlation was found between identification with the pro-environmental movement and private-sphere proenvironmental behavior intention. The lack of a significant difference between the two conditions may be attributable to several reasons, including that climate change could possibly already be chronically associated with moral violations. Further research would do well to eliminate possible confounds to provide a cleaner test of the causal relationship between communicating moral violations and politicized identification.
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Faculteit der Managementwetenschappen