Modernized Hippies and Extreme Eco-Warriors
This study is the first qualitative examination of the prototype willingness model (PWM), which includes both rational and socially reactive decision-making processes, in the context of eco-friendly behaviour. In total, 33 individual face-to-face interviews were conducted with Flemish young adults b...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Published: |
University of Zurich, IKMZ - Department of Communication and Media Research,
2024-10-01T00:00:00Z.
|
| Subjects: | |
| Online Access: | Connect to this object online. |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | This study is the first qualitative examination of the prototype willingness model (PWM), which includes both rational and socially reactive decision-making processes, in the context of eco-friendly behaviour. In total, 33 individual face-to-face interviews were conducted with Flemish young adults between 18 and 25 years to explore how the constructs of this dual-process model manifest and interconnect in the young adults' lives in the context of eco-friendly behaviours, and which aspects should be leveraged when encouraging eco-friendly behaviour. Three prominent patterns were identified during data analysis: (1) The rational roadblocks, (2) the social stepping stone, and (3) the distant 'darker' green. Implications for (social) marketers are, among other things, to defy context-dependent attitudes of resistance (e.g. highlight applicable self-interest motives), to use social - and in particular socially reactive - levers, and to represent more diverse eco-friendly people that reflect the diversity within target audiences in behaviour change interventions and communications strategies. |
|---|---|
| Item Description: | 10.47368/ejhc.2024.403 2673-5903 |