15 -11 -2012 | 1 Sustainable consumption: a selfconcept perspective Jan Willem Bolderdijk Department of Marketing University of Groningen
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15 -11 -2012 | How to motivate consumers? › Current practice: § Financial incentives (energy taxes, discounts, subsidies) § Raising awareness (warnings, labels, campaigns)
15 -11 -2012 | 4 Assumptions › Consumers (only) act in their short-term self-interest § Campaigns should explicate monetary benefits of sustainable consumption
15 -11 -2012 | 5 Self-concept maintenance § People balance self-interest with selfimage concerns (Mazar & Zhong, 2008)
15 -11 -2012 | Field experiment
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15 -11 -2012 | (Bolderdijk, Steg, Geller, Lehman & Postmes, Nature Climate Change, 2012)
15 -11 -2012 | Awareness campaigns › Assumption § ‘Information gap’ § Information => knowledge/awareness => change › Literature § Cognitive dissonance - Values
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15 -11 -2012 | 11 Effect of environmental information (Bolderdijk, Gorsira, Keizer & Steg, submitted)
15 -11 -2012 | 12 Electric vehicles
15 -11 -2012 | 13 Marketing electric vehicles › Assumption: Limited uptake due to range anxiety § Strategy: Downplay/counteract functional downsides › Self-concept motive: early adopters buy EV for symbolic function § Costly-signalling (e. g. Griskevicius et al, 2010) - Functional downsides need not prohibit uptake
15 -11 -2012 | Q 1: How important are these attributes when buying an electric car?
15 -11 -2012 | Beliefs attributes electric car Instrumental (M = 3. 8, SD = 0. 8) Β’s: n. s. Environmental . 28 Buying Intention (M = 5. 2, SD = 1. 0) . 29 Symbolic (M = 2. 7, SD = 1. 1) (Noppers, Keizer, Bolderdijk & Steg, submitted) Q 2: Rate a “typical electric car” on these attributes
15 -11 -2012 | 16 Conclusion › Current assumptions on how to motivate consumers may be misguided › Motivation § Look beyond the usual suspects, and consider: - Self-concept - Values - Status
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