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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

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
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Description
Los Angeles, California and Phoenix, Arizona are two naturally water-scarce regions that rely on imported water to meet their local water needs. Both areas have been experiencing an ongoing drought that has negatively affected their local water supply. Populations in both cities continue to grow, increasing overall demand for water

Los Angeles, California and Phoenix, Arizona are two naturally water-scarce regions that rely on imported water to meet their local water needs. Both areas have been experiencing an ongoing drought that has negatively affected their local water supply. Populations in both cities continue to grow, increasing overall demand for water as the supply decreases. Water conservation is important for the sustainability of each town. However, the methods utilized to conserve residential water in the two areas differ drastically; Los Angeles has implemented involuntary water rationing and Phoenix has not.

The widespread effectiveness of involuntary restrictions makes them a popular management scheme. Despite their immediate effectiveness, little is known about how involuntary restrictions affect attitudinal precursors towards the behavior in question and thus, whether or not the restrictions are potentially helpful or harmful to lasting behavior change. This study adapted the Theory of Planned Behavior to survey 361 homeowners in Los Angeles and Phoenix to examine how involuntary water restrictions shape attitudinal precursors to outdoor water conservation.

This study found that when involuntary water restrictions are present, residents feel less in control of their outdoor water use. However, in the presence of involuntary water restrictions, stronger social norms and stronger support for policy prescriptions over outdoor water use were found. The favorable societal support towards water conservation, conceptualized as social norms and policy attitudes, in the presence of involuntary water restrictions is potentially promising for lasting behavior change.
ContributorsTurrentine, Heather Catherine (Author) / Klinsky, Sonja (Thesis advisor) / Dooley, Kevin (Thesis advisor) / Larson, Kelli (Committee member) / Arizona State University (Publisher)
Created2016