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https://hdl.handle.net/1959.11/18988
Title: | To buy or not to buy: The roles of self-identity, attitudes, perceived behavioral control and norms in organic consumerism | Contributor(s): | Johe, Miles (author); Bhullar, Navjot (author) | Publication Date: | 2016 | DOI: | 10.1016/j.ecolecon.2016.02.019 | Handle Link: | https://hdl.handle.net/1959.11/18988 | Abstract: | The current study examined the role psychological determinants (self-identity, attitudes, perceived behavioral control, and norms) play in organic consumerism. Participants (N=252, meanage=44.35, SD=15.29, 97% resided in Australia) were randomly assigned to one of the three experimental conditions: (1) organic identity prime, (2) pro-environmental identity prime, and (3) neither pro-environmental nor organic identity primes (control). Analysis of variance revealed that organic identity prime was associated with significant increase in intentions to purchase organic products, relative to both pro-environmental identity and control conditions. Follow-up mediation analysis indicated that organic self-identity increased consumer intentions by influencing their attitudes and group norms. These results demonstrate that organic identity can be primed to create identity-congruent shifts toward organic consumerism. Importantly, these findings have direct application for marketing strategies aiming at promoting and developing an "organic" brand. | Publication Type: | Journal Article | Source of Publication: | Ecological Economics, v.128, p. 99-105 | Publisher: | Elsevier BV | Place of Publication: | Netherlands | ISSN: | 1873-6106 0921-8009 |
Fields of Research (FoR) 2008: | 150502 Marketing Communications 170113 Social and Community Psychology |
Fields of Research (FoR) 2020: | 350604 Marketing communications | Socio-Economic Objective (SEO) 2008: | 970117 Expanding Knowledge in Psychology and Cognitive Sciences | Socio-Economic Objective (SEO) 2020: | 280121 Expanding knowledge in psychology | Peer Reviewed: | Yes | HERDC Category Description: | C1 Refereed Article in a Scholarly Journal |
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Appears in Collections: | Journal Article |
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