Applying an attitude network approach to consumer behaviour towards plastic. (June 2020)

• Record Type: Journal Article
• Authors: Zwicker, Maria V.; Nohlen, Hannah U.; Dalege, Jonas; Gruter, Gert-Jan M.; van Harreveld, Frenk
• Is Part Of: Journal of environmental psychology. Volume 69(2020)
• Publication Date: 2020-06
• Subjects: Attitude networks -- Behavioural change -- Pro-environmental behaviour -- Climate change -- Plastic -- Guilt; Environmental psychology -- Periodicals; Environment -- Periodicals; Psychology -- Periodicals; 155.905
• DOI: 10.1016/j.jenvp.2020.101433
• Languages: English
• ISSNs: 0272-4944

Abstract

Abstract: In a time of rapid climate change, understanding what may encourage sustainable consumer behaviour is a vital but difficult challenge. Using an attitude network approach, we investigated which associations people have towards conventional and bio-based plastic in order to develop an empirically-based approach to initiate attitude- and behaviour change. With a qualitative study ( N = 97), we distilled 25 evaluative reactions (i.e. beliefs, emotions, and behaviours) that encompass people's attitudes towards using (bio-based) plastic. These reactions were used to create a new scale, which was subsequently tested among 508 online participants. The resulting data was then used to build a network displaying relationships between participants' evaluative reactions regarding plastic use. Analyses of this network indicated that guilt was most strongly connected to people's willingness to pay more for bio-based plastic products. Based on this, we conducted another study ( N = 285) in which we experimentally manipulated guilt (general guilt, personal guilt, and control condition) to determine its effects on people's willingness to pay for a sustainable cause. Results indicate that manipulating guilt can lead participants to donate more to a sustainable cause. This effect was fully mediated by self-reported guilt. Determining which factors influence consumers to change their buying behaviour towards sustainability is the first step in creating a demand for more sustainable products amongst the public and investors. Highlights: Multi-method approach towards plastic-related behaviour. Attitude networks provide insight into cognitive and affective drivers of behaviour. Insight into network informs effective behavioural change. Experimental manipulation of key node within network confirms attitude structure. Guilt can influence willingness to pay for a sustainable cause.