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- All Subjects: Sustainable development
- All Subjects: Green Marketing
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- Member of: ASU Electronic Theses and Dissertations
Description
This study investigates how well prominent behavioral theories from social psychology explain green purchasing behavior (GPB). I assess three prominent theories in terms of their suitability for GPB research, their attractiveness to GPB empiricists, and the strength of their empirical evidence when applied to GPB. First, a qualitative assessment of the Theory of Planned Behavior (TPB), Norm Activation Theory (NAT), and Value-Belief-Norm Theory (VBN) is conducted to evaluate a) how well the phenomenon and concepts in each theory match the characteristics of pro-environmental behavior and b) how well the assumptions made in each theory match common assumptions made in purchasing theory. Second, a quantitative assessment of these three theories is conducted in which r2 values and methodological parameters (e.g., sample size) are collected from a sample of 21 empirical studies on GPB to evaluate the accuracy and generalize-ability of empirical evidence. In the qualitative assessment, the results show each theory has its advantages and disadvantages. The results also provide a theoretically-grounded roadmap for modifying each theory to be more suitable for GPB research. In the quantitative assessment, the TPB outperforms the other two theories in every aspect taken into consideration. It proves to 1) create the most accurate models 2) be supported by the most generalize-able empirical evidence and 3) be the most attractive theory to empiricists. Although the TPB establishes itself as the best foundational theory for an empiricist to start from, it's clear that a more comprehensive model is needed to achieve consistent results and improve our understanding of GPB. NAT and the Theory of Interpersonal Behavior (TIB) offer pathways to extend the TPB. The TIB seems particularly apt for this endeavor, while VBN does not appear to have much to offer. Overall, the TPB has already proven to hold a relatively high predictive value. But with the state of ecosystem services continuing to decline on a global scale, it's important for models of GPB to become more accurate and reliable. Better models have the capacity to help marketing professionals, product developers, and policy makers develop strategies for encouraging consumers to buy green products.
ContributorsRedd, Thomas Christopher (Author) / Dooley, Kevin (Thesis advisor) / Basile, George (Committee member) / Darnall, Nicole (Committee member) / Arizona State University (Publisher)
Created2012
Description
For some time it has been recognized amongst researchers that individual and collective change should be the goal in educating for sustainability, unfortunately education has generally been ineffective in developing pro-environmental behaviors among students. Still, many scholars and practitioners are counting on education to lead us towards sustainability but suggest that in order to do so we must transition away from current information-intensive education methods. In order to develop and test novel sustainability education techniques, this research integrates pedagogical methods with psychological knowledge to target well-established sustainable behaviors. Through integrating education, behavior change, and sustainability research, I aim to answer: How can we motivate sustainable behavioral change through education programs? More specifically: How do diverse knowledge domains (declarative, procedural, effectiveness, and social) influence sustainable behaviors, both in general as well as before and after a sustainability education program? And: What are barriers hindering education approaches to changing behaviors? In answering these questions, this research involved three distinct stages: (1) Developing a theoretical framework for educating for sustainability and transformative change; (2) Implementing a food and waste focused sustainability educational program with K-12 students and teachers while intensively assessing participants' change over the course of one year; (3) Developing and implementing an extensive survey that examines the quantitative relationships between diverse domains of knowledge and behavior among a large sample of K-12 educators. The results from the education program demonstrated that significant changes in knowledge and behaviors were achieved but social knowledge in terms of food was more resistant to change as compared to that of waste. The survey results demonstrated that K-12 educators have high levels of declarative (factual or technical) knowledge regarding anthropocentric impacts on the environment; however, declarative knowledge does not predict their participation in sustainable behaviors. Rather, procedural and social knowledge significantly influence participation in sustainable food behaviors, where as procedural, effectiveness, and social knowledge impact participation in sustainable waste behaviors. Overall, the findings from this research imply that in order to effectively educate for sustainability, we must move away from nature-centric approaches that focus on declarative knowledge and embrace different domains of knowledge (procedural, effectiveness, and social) that emphasis the social implications of change.
ContributorsRedman, Erin (Author) / Larson, Kelli (Thesis advisor) / Eakin, Hallie (Committee member) / Spielmann, Katherine (Committee member) / Arizona State University (Publisher)
Created2013
Description
The rise of meat consumption in the United States has been dramatic over
the past half century due to demographic changes. The increase in meat is visible in Mexico as well due to expanding economic interest in cattle production plus increased population and rising incomes. The worst consequences of our modern food system are in factory farming of animals, which requires a greater amount of resources than for producing grains, fruits, and vegetables. The specific effects of meat consumption highlight the importance of understanding humans as actors in the food system. In order to explore the drivers of consumer food and meat choice, my research answered the two questions: What factors influence meat consumption? and How do cultural and social norms influence decisions to consume certain types and amounts of meat?
Qualitative interviews were conducted with Mexican-American respondents between age 20 and 29 as the population of interest because of their regional dominance in the study area of Tempe, AZ and because of the high prevalence of meat in their cultural diets. Looking at millennials in particular is crucial because as the first generation born with technology and Internet as constants, they have formed unique characteristics like openness to change and new perspectives. My sample population communicated motivations and constraints to their overall consumption patterns and the frequency and types of meat consumed.
This study found that cost and convenience were the driving factors behind food choice, given the hectic schedules of the sample population, who were mostly students at Arizona State University. Culture played an important role in respondents' heavy meat consumption given their exposure to meat's centrality in traditional Mexican meals. Acculturation did not play an extensive role because prominent Mexican culture in the Southwest U.S. allowed respondents' families access to traditional food while living in the US. The lack of sustainability knowledge and its connection to food choice indicates the importance of marketing that contextualizes decreased meat consumption. Rather than focusing solely on environmental outcomes, marketing tools highlighting health, financial, and economic benefits of eating less meat would encourage more consumers to decrease consumption.
the past half century due to demographic changes. The increase in meat is visible in Mexico as well due to expanding economic interest in cattle production plus increased population and rising incomes. The worst consequences of our modern food system are in factory farming of animals, which requires a greater amount of resources than for producing grains, fruits, and vegetables. The specific effects of meat consumption highlight the importance of understanding humans as actors in the food system. In order to explore the drivers of consumer food and meat choice, my research answered the two questions: What factors influence meat consumption? and How do cultural and social norms influence decisions to consume certain types and amounts of meat?
Qualitative interviews were conducted with Mexican-American respondents between age 20 and 29 as the population of interest because of their regional dominance in the study area of Tempe, AZ and because of the high prevalence of meat in their cultural diets. Looking at millennials in particular is crucial because as the first generation born with technology and Internet as constants, they have formed unique characteristics like openness to change and new perspectives. My sample population communicated motivations and constraints to their overall consumption patterns and the frequency and types of meat consumed.
This study found that cost and convenience were the driving factors behind food choice, given the hectic schedules of the sample population, who were mostly students at Arizona State University. Culture played an important role in respondents' heavy meat consumption given their exposure to meat's centrality in traditional Mexican meals. Acculturation did not play an extensive role because prominent Mexican culture in the Southwest U.S. allowed respondents' families access to traditional food while living in the US. The lack of sustainability knowledge and its connection to food choice indicates the importance of marketing that contextualizes decreased meat consumption. Rather than focusing solely on environmental outcomes, marketing tools highlighting health, financial, and economic benefits of eating less meat would encourage more consumers to decrease consumption.
ContributorsNamugayi, Deborah (Author) / Larson, Kelli L (Thesis advisor) / Klinsky, Sonja (Committee member) / Redman, Erin (Committee member) / Arizona State University (Publisher)
Created2014