Subjects: Psychology >> Other Disciplines of Psychology submitted time 2024-04-24
Abstract： With the rapid development of the environmental industry, the question of how to encourage consumers to behave environmental-friendly has become crucial. Scholars in the fields of social psychology, environmental psychology, and consumer behavior have explored the antecedents of eco-friendly behavior from a variety of perspectives. However, for policy makers and product producers, more solutions are needed to the questions of how to motivate consumers to engage in eco-friendly behaviors and how to increase consumers’ purchases of environmentally friendly products. In addition, most of the studies have focused on social and individual factors that drive consumers to engage in eco-friendly behaviors, while the contextual factors that are closely related to marketing practices have been paid limited attention, only Li et al. (2023) and Sun et al. (2024) have discussed the same-domain contextual factors that affects the eco-friendly behaviors. Therefore, exploring the antecedents of consumers’ eco-friendly behaviors from a cross-domain perspective can be a powerful addition to the pro-environmental research./t/nBased on this reality, this paper proposes that engaging consumers in creative activities can enhance their willingness to engage in eco-friendly behaviors, self-importance mediated this effect. In addition, we propose that environmental advertising interest appeals moderated the effect. Through six multi-method studies, this paper validates the positive effect of creative activity participation on consumers’ eco-friendly behavior. Specifically, Study 1 provides correlation evidence between creative activity experience and propensity to engage in eco-friendly behavior through data from a large-scale secondary survey. Study 2 verified the causal relationship between participation in creative activities and consumers’ eco-friendly behavior, suggesting that prior participation in creative activities promotes consumers’ subsequent eco-friendly attitudes and behaviors. Study 3 examined the mediation effect of self-importance, and ruled out the alternative explanations based on meaning in life, openness, and abstract thinking. Study 4 demonstrated that the effect was significant (disappeared) when environmental advertisements conveyed personal interest appeals (versus social interest appeals)./t/nThis paper has the following theoretical contributions. First, this paper explores the impact of consumers’ participation in creative activities on their subsequent eco-friendly behavior, a work that on the one hand contributes new outcome variables to the field of creativity research. On the other hand, it also contributes to a new understanding of the link between creativity and pro-social behavior topics. Second, this paper advances research on consumer eco-friendly behavior. Discussing how consumers’ experiences in prior contexts influence their eco-friendly behavior in subsequent contexts can contribute new antecedents to environmental behavior research. Finally, this paper enriches the research on self-importance. The paper reveals that increased self-importance is a key psychological mechanism by which engaging in creative activities can promote eco-friendly behavior, a finding that adds new antecedent and outcome variables to the self-importance literature.
Peer Review Status:
Awaiting Review
Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： As a tool to convey food-related information to consumers, food labels can effectively solve the problem of information asymmetry in food consumption. With the popularization of food labels in practice, more and more scholars have begun to pay attention to the impact of different food labels on consumer behavior. However, most of the existing studies focus on a single food label type and its effects, lacking of comparison and discussion on the effects of different food labels and their inherent mechanisms and boundary conditions. Based on this, this paper reviews the research on food labels in the field of marketing, which focuses on how different types of food labels affect individuals' cognition, emotion and behavior. Meanwhile, this paper introduces the regulatory orientation theory to explain the different effects of different food labels, and on this basis, a more integrated food label effect framework is constructed in this paper. Through combing the existing literature, the existing research on food labeling has roughly underwent three stages. The first stage began in the early 1980s. The demand for the nutritional value of food led to the attention and research on the nutrition label. The second stage started around 2000. Scholars mainly focus on labels that can convey information about food safety and quality. In the third stage, in the last decade, eco-environmental labels attracted more attention from consumers and scholars. Based on the different levels of information coverage, food labels can be divided into two types: product-level labels and ingredient-level labels. The product-level label refers to the label which is used to explain the overall characteristics and quality information of the food (including date label, health warning label, organic label, natural label, brand information, genetically modified organism label, eco label, and fair trade label). However, the ingredient-level label refers to the label that is used to display the specific nutritional information of the food (including nutrition facts panel, GDA label, low-fat label, health claim, traffic light label, health star rating, calorie menu label, shelf label). Further analysis and comparison showed that different types of food labels differ in influencing results, mechanism of action, and boundaries. Specifically, the product-level labels can arouse consumers' perceptions of safety, risk, and morality, and can effectively increase consumers' trust in products. At the same time, after purchasing products with such labels, consumers will show more food waste and repeated purchases. Ingredient-level labels, on the other hand, mainly affects consumers' perceptions of product health, as well as subsequent food choices and food intake. The theory of regulatory orientation helps to explain the different effects of the two types of food labels. The product-level labels more often initiate consumer preventive orientation, while the ingredient-level labels activate consumer promotion orientation. In addition, the two types of food labeling effects are driven by the halo effect, information processing, conceptual metaphor, social identity, attribute inference and other mechanisms. Besides, these effects are moderated by social demographic factors, individual differences, and product characteristics. On the one hand, combing and commenting on the effects of different food labels can provide reference for food manufacturers to carry out food marketing practices. On the other hand, through the construction of food label research framework in the field of marketing, it can point out the context and direction for marketing scholars to carry out empirical research on food label. Based on the overall framework of food labeling effects constructed in this paper, we propose that further research on the topic of food label can be carried out from following aspects in the future: (1) Expanding the behavioral results of ingredient-level labels; (2) Expanding the behavioral results of product-level labels; (3) Exploring the impact of different food label presentation forms on consumers; (4) Expanding the outer packaging labels and related research; and (5) Exploring the reversal mechanism of the negative effects of food labels.
Subjects: Psychology >> Management Psychology submitted time 2021-05-06
Abstract： As a source of food-related information, food labels have been found to play an important role in affecting consumers’ cognition, emotion and behavioral responses. Based on the different levels of information coverage, food labels can be divided into two categories: product-level labels and ingredient-level labels. We first comb the main effect of two kinds of food labels on consumers' cognition, emotion and behavioral responses. After that, we compare the similarities and differences between the two kinds of effects and their undelrying mechanisms and boundary conditions. Regulatory orientation theory helps to explain the different effects of the two types of food labels. The product-level labels more often initiate consumer preventive orientation, while the ingredient-level labels activate consumer promotion orientation. In addition, the two types of food labeling effects are driven by the halo effect, information processing, conceptual metaphor, social identity, attribute inference and other mechanisms. Besides, these effects are moderated by social demographic factors, individual differences, and product characteristics. Finally, we propose some feasible research directions based on the overall framework of food labeling effects constructed in this paper. " "
Peer Review Status:Awaiting Review
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