The effect of framed social norms on the intention to buy a refurbished smartphone

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dc.contributor.advisorWeeterings, I.
dc.contributor.authorGulick, Lisa van
dc.date.issued2024-06-24
dc.description.abstractThis study focuses on refurbished smartphones, which can significantly reduce e-waste and carbon footprints. The influence of framed social norms on the purchase intention of refurbished smartphones is investigated. The effects of social norms (descriptive or injunctive) would vary by the type of frame (positive or negative). More specifically, based on information processing theories, it was expected that injunctive norms would be more effective when framed negatively than positively, while the opposite was expected for descriptive norms. In an online experiment among 91 Dutch consumers, participants were randomly assigned to one of four framed social norm conditions or a no-norm control condition. Findings were expected to provide insights for companies and policymakers to promote refurbished smartphones, benefiting both the environment and the economy. However, no significant results were found. The findings demonstrate that the type of framed social norm does not matter; they do not affect the purchase intention of a refurbished smartphone. Significant effects were found for the awareness of refurbishing and previous experience, and marginally significant effects were found for environmental consciousness on the purchase intention of a refurbished smartphone.
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/17262
dc.language.isoen
dc.thesis.facultyFaculteit der Managementwetenschappen
dc.thesis.specialisationspecialisations::Faculteit der Managementwetenschappen::Master Business Administration::Marketing
dc.thesis.studyprogrammestudyprogrammes::Faculteit der Managementwetenschappen::Master Business Administration
dc.thesis.typeMaster
dc.titleThe effect of framed social norms on the intention to buy a refurbished smartphone
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