Spillover in the context of forced behaviour change: observations from a naturalistic time-series study. Issue 7 (4th May 2021)

• Record Type: Journal Article
• Authors: Isbanner, Sebastian; Algie, Jennifer; Reynolds, Nina
• Is Part Of: Journal of marketing management. Volume 37:Issue 7/8(2021)
• Page Start: 703
• Page End: 731
• Publication Date: 2021-05-04
• Subjects: Spillover behaviour -- forced behaviour change -- habit formation -- unconscious and conscious processing -- measurement -- moral licencing -- environmental lifestyle; Marketing -- Management -- Periodicals; Marketing -- Management; Periodicals; 658.8005
• DOI: 10.1080/0267257X.2020.1865431
• Languages: English
• ISSNs: 0267-257X

Abstract

ABSTRACT: The paper investigates spillover in the pro-environmental context of Australian consumers' transition to using reusable bags, and explores its implications for other related environmental behaviours. This study uses a natural time-series design (pre, during and post change measures) to examine a real-world instance of a forced behaviour change incorporating changes in people's grocery shopping habits and possible subsequent behaviours. The study examines attitudes and behaviours including spillover, environmental lifestyle and moral licencing before (n = 200), during (n = 342) and after (n = 346) the phase out of single-use plastic bags. The definition, operationalisation, and measurement of spillover are also explored. Despite conflicting evidence from previous research, our findings suggest that a forced behaviour change can incidentally result in changes in subsequent related behaviours.