Examining social norms among other motives for sustainable food choice: The promise of descriptive norms

Salmivaara, Laura; Lombardini-Riipinen, Chiara; Lankoski, Leena

doi:10.1016/j.jclepro.2021.127508

Cited by 30 publications

(22 citation statements)

References 66 publications

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“…Thirdly, both descriptive norm and injunctive norm positively affect green purchase intention which is similar to the findings of Warner (2021), that both injunctive and descriptive norms predict water-saving intentions. The results of this study show that descriptive norm has a positive effect on consumers' green purchase intention, when most people collectively buy green products, their green purchase consciousness will be enhanced, which further confirms the conclusions of Ega et al ( 2021), Hmielowski et al (2019) and Salmivaara et al (2021) that descriptive norm influences people's behavior intentions. When most people in the collective buy green products, their green purchase consciousness will be enhanced.…”

Section: Discussionsupporting

confidence: 89%

“…When inconsistent, consumers will consciously approach the collective green purchase behavior to avoid this difference, and even do better. Salmivaara et al (2021) found that descriptive norm was significantly associated with both actual and intended choice preference. So, we think consumers will have great green purchase intention under the descriptive norm.…”

Section: Conceptual Framework and Hypothesis Formulation Environmenta...mentioning

confidence: 93%

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Effects of Subjective Norms and Environmental Mechanism on Green Purchase Behavior: An Extended Model of Theory of Planned Behavior

Khan

et al. 2022

Front. Environ. Sci.

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Based on the theory of planned behavior, this paper presents a study on the core components of attitude, subjective norm, perceived behavior control, and introduces a moral emotional variable, namely environmental indebtedness, as the emotional factors in the attitude variable to explore the influencing factors and mechanism of consumer green purchase behavior. To examine the predictors of consumer green purchase behavior, data were collected from Chinese consumers and a total of 408 responses were considered valid. Through comparative analysis, it is found that environmental cognition, descriptive norm, and self-efficacy have a highly significant positive impact on green purchase intention, and self-efficacy was found the best predictor of intention. In addition to that, when environmental indebtedness, self-efficacy, controllability, and green purchase intention jointly have significant effects on green purchase behavior, environmental indebtedness has the best effect. This research offers significant contributions and provides decision-making recommendations.

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Section: Discussionsupporting

confidence: 89%

Section: Conceptual Framework and Hypothesis Formulation Environmenta...mentioning

confidence: 93%

Effects of Subjective Norms and Environmental Mechanism on Green Purchase Behavior: An Extended Model of Theory of Planned Behavior

Khan

et al. 2022

Front. Environ. Sci.

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“…This message included a descriptive social norm message ("90% of Americans are making the change to eat less meat") followed by a call to action ("Join this growing movement and choose plant-based dishes that have less impact on the climate and are kinder to the planet"). These findings support and add to previous research in the field of pro-environmental behavior change highlighting that the use of social norms works to positively influence consumers' choices in a variety of domains, including dietary choices (Abrahamse 2020;Cialdini et al 2021;Salmivaara et al 2021;Yamin et al 2019).…”

Section: Top-performing Messagessupporting

confidence: 84%

Environmental Messages Promote Plant-Based Food Choices: An Online Restaurant Menu Study

Blondin¹,

Attwood²,

Vennard³

et al. 2022

WRIPUB

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Food production accounts for a quarter of all greenhouse gases, making shifting people’s diets toward lower carbon foods a critical strategy for reducing emissions. This study finds that displaying thoughtfully framed environmental messages on restaurant menus can significantly increase customers' uptake of lower carbon, plant-rich dishes. WRI finds that the two most effective descriptive messages doubled the chance that a consumer would order a vegetarian menu item. These themes are “small changes can make a big difference” and “join a movement of people choosing foods with less impact on the climate.” Restaurants and food businesses should use these findings to increase sales of lower carbon menu items while helping consumers choose foods that fit a climate-friendly lifestyle. While the WRI study was done online with more than 6,000 participants, the findings can be adapted and tailored to a wide variety of retail and food service contexts. More research and real-world learnings will further our base of knowledge. This study, however, shows that adding environmental messaging can be an easy, cost-effective and promising way for companies to see impact and shift consumer choices toward more climate-friendly options.

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“…Because of conjunction psychology, descriptive norms usually exhibit conformity behavior, and individuals likely exhibit behavior like others to resemble the groups ( Xu et al, 2022 ). Evidence prevails that descriptive norm is positively linked with intentions and buying behavior ( Salmivaara et al, 2021 ). Previously, a few studies tested and evidenced a significant correlation between subjective norms and buying behavior ( Minton et al, 2018 ; Testa et al, 2019 ).…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

“…The descriptive norms predict the resource-saving intentions ( Warner, 2021 ) and have an appositive impact on the consumers’ environment-friendly buying intentions. In this case, if most individuals buy organic products, others’ similar intentions increase, leading to enhanced behavioral intentions ( Salmivaara et al, 2021 ). Most employees collectively buy organic products, which enhances their environmental buying consciousness.…”

Section: Literature Review and Hypotheses Developmentmentioning

confidence: 99%

Employees buying organic food intention: An extension of the theory of planned behavior

Jiang¹,

Wu²

2022

Front. Psychol.

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A gradual increase in population and urbanization has increased the demand for global resources, which ultimately burdens the depletion of resources and challenges environmental sustainability worldwide. In recent decades, nature sustainability has been the biggest challenge encountered by humankind. In addition, the changing lifestyle and consumption patterns have enormously played a key role. However, the consumption pattern from the employee’s perspective suffers from the lack of research. Therefore, grounded on the theory of planned behavior (TPB), this research explores the antecedents and consequences of employees’ buying intentions in the world’s emerging market (China). Data were collected using a web-based link shared via WeChat and Q.Q.; resultants into 451 valid responses and partial least square structural equation modeling (PLS-SEM) using SmartPLS 4 have been administered for the analysis. Besides the insignificant effect of descriptive norms on buying intention and environmental concerns on purchasing behavior, other factors significantly impact purchase intention and actual buying behavior. This research witnesses a significant mediating role of buying intention. This research suggests that practitioners (i.e., marketers, government, policymakers, and environmental focus companies) develop strategies for public advertisement and launch a general message and campaigns both in urban and rural areas to prevent environmental sustainability and increases awareness related to organic consumption.

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Examining social norms among other motives for sustainable food choice: The promise of descriptive norms

Cited by 30 publications

References 66 publications

Effects of Subjective Norms and Environmental Mechanism on Green Purchase Behavior: An Extended Model of Theory of Planned Behavior

Effects of Subjective Norms and Environmental Mechanism on Green Purchase Behavior: An Extended Model of Theory of Planned Behavior

Environmental Messages Promote Plant-Based Food Choices: An Online Restaurant Menu Study

Employees buying organic food intention: An extension of the theory of planned behavior

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