Positive cueing: Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental

TLDR: This article showed that positive cueing of common ecological behaviors (e.g., avoid littering) increased the likelihood that people will see themselves as consumers who are concerned with the degree to which their behavior is environmentally responsible.

About: This article is published in International Journal of Research in Marketing.The article was published on 2008-03-01 and is currently open access. It has received 238 citations till now.

Figures

Figure 1. The Positive Cueing effect on diagnosticity, self-perception, and behavior

Table 1 Means and Standard Deviations of the Items of the Attitude, Self-perception and Moral obligation Scale in Study 3

Frequently asked questions

Q1. What have the authors contributed in "Positive cueing: promoting sustainable consumer behavior by cueing common environmental behaviors as environmental" ?

In the present article the authors test a social marketing tool, to induce pro-environmental consumer behavior. As a result, people cued with commonly performed ecological behaviors view themselves more environmentally conscious than people who are not cued or who are cued with non-commonly performed ecological behaviors ( Study 3 ). Implications for effective social marketing campaigns are discussed.