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Communication Dans Un Congrès Année : 2014

Is there a time to turn “green”? Effectiveness of social labeling in promoting preadolescents’ pro-environmental behaviors

Résumé

We study the effectiveness of “social labeling” to promote pro-environmentalbehaviors in preadolescents, and examine the moderating effect of age. We run an experiment on 115 preadolescents and show that (1) tweens exposed to a social labeling declare more pro-environmental behaviors, (2) those behavioral concerns are sustained over an extended period of time, and (3) preadolescents between 9.5 and 11.5 year-old are the most responsive to the technique, underlying an inverted-U relationship between social labeling effectiveness and age. Referring to previous research on children, persuasion knowledge and social labeling, we propose theoretical explanations and (responsible) managerial implications.
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Dates et versions

hal-01414985 , version 1 (12-12-2016)

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  • HAL Id : hal-01414985 , version 1

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Julien Bourjot-Deparis, Karine Charry, Béatrice Parguel. Is there a time to turn “green”? Effectiveness of social labeling in promoting preadolescents’ pro-environmental behaviors. ICORIA, Jun 2014, Amsterdam, Netherlands. ⟨hal-01414985⟩
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