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Framing descriptive norms as self-benefit versus environmental benefit : self-construal’s moderating impact in promoting smart energy devices

Carla Mingolla (UGent) , Liselot Hudders (UGent) and Veroline Cauberghe (UGent)
(2020) SUSTAINABILITY. 12(2).
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Abstract
Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence.
Keywords
Renewable Energy, Sustainability and the Environment, Geography, Planning and Development, Management, Monitoring, Policy and Law, sustainable energy use, smart energy devices, social norms, descriptive norms, self-construal, self-benefit, environmental-benefit, SOCIAL NORMS, CLIMATE-CHANGE, APPEAL TYPE, FEEDBACK, GREEN, CONSERVATION, CONSUMPTION, INTENTIONS, BEHAVIORS, PROVIDE

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MLA
Mingolla, Carla, et al. “Framing Descriptive Norms as Self-Benefit versus Environmental Benefit : Self-Construal’s Moderating Impact in Promoting Smart Energy Devices.” SUSTAINABILITY, vol. 12, no. 2, 2020, doi:10.3390/su12020614.
APA
Mingolla, C., Hudders, L., & Cauberghe, V. (2020). Framing descriptive norms as self-benefit versus environmental benefit : self-construal’s moderating impact in promoting smart energy devices. SUSTAINABILITY, 12(2). https://doi.org/10.3390/su12020614
Chicago author-date
Mingolla, Carla, Liselot Hudders, and Veroline Cauberghe. 2020. “Framing Descriptive Norms as Self-Benefit versus Environmental Benefit : Self-Construal’s Moderating Impact in Promoting Smart Energy Devices.” SUSTAINABILITY 12 (2). https://doi.org/10.3390/su12020614.
Chicago author-date (all authors)
Mingolla, Carla, Liselot Hudders, and Veroline Cauberghe. 2020. “Framing Descriptive Norms as Self-Benefit versus Environmental Benefit : Self-Construal’s Moderating Impact in Promoting Smart Energy Devices.” SUSTAINABILITY 12 (2). doi:10.3390/su12020614.
Vancouver
1.
Mingolla C, Hudders L, Cauberghe V. Framing descriptive norms as self-benefit versus environmental benefit : self-construal’s moderating impact in promoting smart energy devices. SUSTAINABILITY. 2020;12(2).
IEEE
[1]
C. Mingolla, L. Hudders, and V. Cauberghe, “Framing descriptive norms as self-benefit versus environmental benefit : self-construal’s moderating impact in promoting smart energy devices,” SUSTAINABILITY, vol. 12, no. 2, 2020.
@article{8645325,
  abstract     = {{Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence.}},
  articleno    = {{614}},
  author       = {{Mingolla, Carla and Hudders, Liselot and Cauberghe, Veroline}},
  issn         = {{2071-1050}},
  journal      = {{SUSTAINABILITY}},
  keywords     = {{Renewable Energy,Sustainability and the Environment,Geography,Planning and Development,Management,Monitoring,Policy and Law,sustainable energy use,smart energy devices,social norms,descriptive norms,self-construal,self-benefit,environmental-benefit,SOCIAL NORMS,CLIMATE-CHANGE,APPEAL TYPE,FEEDBACK,GREEN,CONSERVATION,CONSUMPTION,INTENTIONS,BEHAVIORS,PROVIDE}},
  language     = {{eng}},
  number       = {{2}},
  pages        = {{22}},
  title        = {{Framing descriptive norms as self-benefit versus environmental benefit : self-construal’s moderating impact in promoting smart energy devices}},
  url          = {{http://dx.doi.org/10.3390/su12020614}},
  volume       = {{12}},
  year         = {{2020}},
}

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