Influencing consumers to choose environment friendly offerings: Evidence from field experiments

Per Kristensson*, Erik Wästlund, Magnus Söderlund

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

19 Citations (Scopus)

Abstract

The objective of this article is to examine a set of ways to influence consumer behavior toward making more environmentally friendly choices. We conducted three different studies to investigate (1) what consumers think would influence their behavior, (2) how several question-based verbal influence strategies nudge consumer behavior in one direction or another, and (3) how question-based written influence strategies influence consumer behavior. The findings reveal a discrepancy between what consumers think would influence behavior and what actually does influence it. In addition, under all verbal and written experimental conditions, influence strategies led to consumer change toward environmentally friendly offerings compared with alternative non-environment friendly offerings. The discussion highlights possible explanations for the results, managerial implications, the study's limitations, and suggestions for future research, with a special emphasis on research into factors that can change consumer behavior.

Original languageEnglish
Peer-reviewed scientific journalJournal of Business Research
Volume76
Pages (from-to)89-97
Number of pages9
ISSN0148-2963
DOIs
Publication statusPublished - 01.07.2017
MoE publication typeA1 Journal article - refereed

Keywords

  • Environmentally friendly products
  • Field experiments
  • Influence
  • Nudging
  • Question-behavior effects
  • Retailing
  • 512 Business and Management

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