Positive Cueing: Promoting Sustainable Consumer Behavior By Cueing Common Environmental Behaviors as Environmental
KUL Working Paper No. MO 0610
39 Pages Posted: 16 Nov 2006 Last revised: 15 Jun 2014
People frequently fail to see themselves as environmentally-conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed ecological behaviors as environmentally-friendly (what we call positive cueing) renders both cued and non-cued common ecological behaviors more diagnostic for the inference of pro-environmental attitudes (Study 1). As a result, positive cueing increases the likelihood that people will see themselves as consumers who are concerned with the degree to which their behavior is environmentally responsible (Study 2). The cueing of common ecological behaviors leads participants to choose environmentally-friendly products with greater frequency, and even to use scrap paper more efficiently (Study 3). We discuss the implications for effective social marketing campaigns.
Keywords: (pro-environmental) Attitudes, Social Marketing, Persuasion, Ecological consumer behavior, Self-perception theory
Suggested Citation: Suggested Citation