지속가능성The Effect of Descriptive Norms and Construal Level on Consumers' Sustainable Behaviors.

Ryoo, Y., Hyun, N. K., & Sung, Y. (2017). 

The Effect of Descriptive Norms and Construal Level on Consumers' Sustainable Behaviors.

Journal of Advertising, 46(4), 536-549. 



Abstract 

With the assumption that the distinctive effect of provincial norms (versus general norms) derives from a spatial distance between the actors and reference groups, the present research examined whether the effect of two types of descriptive norms on consumers' sustainable behaviors can be moderated by construal-level messages. Both a laboratory (Study 1) and field experiment (Study 2) demonstrated that provincial norms (versus general norms) are more effective in encouraging consumers to participate in a sustainability campaign when paired with low-construal-level messages; but provincial norms are no longer superior to general norms when both norms are presented with high-construal-level messages. The findings collectively indicated that the congruence between types of descriptive norms and construal level messages leads to consumers' attitudinal and behavioral changes.


This output contributes to the following UN Sustainable Development Goals (SDGs)