Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices

Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy dev...

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Main Authors: Carla Mingolla, Liselot Hudders, Veroline Cauberghe
Format: Article
Language:English
Published: MDPI AG 2020-01-01
Series:Sustainability
Subjects:
Online Access:https://www.mdpi.com/2071-1050/12/2/614
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spelling doaj-95e3bfef0f4f4222aed1923c4e29a1b32020-11-25T01:10:11ZengMDPI AGSustainability2071-10502020-01-0112261410.3390/su12020614su12020614Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy DevicesCarla Mingolla0Liselot Hudders1Veroline Cauberghe2Department of Communication Sciences, Ghent University, Korte Meer 7-9-11, 9000 Gent, BelgiumDepartment of Communication Sciences, Ghent University, Korte Meer 7-9-11, 9000 Gent, BelgiumDepartment of Communication Sciences, Ghent University, Korte Meer 7-9-11, 9000 Gent, BelgiumRecently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence.https://www.mdpi.com/2071-1050/12/2/614sustainable energy usesmart energy devicessocial normsdescriptive normsself-construalself-benefitenvironmental-benefit
collection DOAJ
language English
format Article
sources DOAJ
author Carla Mingolla
Liselot Hudders
Veroline Cauberghe
spellingShingle Carla Mingolla
Liselot Hudders
Veroline Cauberghe
Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices
Sustainability
sustainable energy use
smart energy devices
social norms
descriptive norms
self-construal
self-benefit
environmental-benefit
author_facet Carla Mingolla
Liselot Hudders
Veroline Cauberghe
author_sort Carla Mingolla
title Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices
title_short Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices
title_full Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices
title_fullStr Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices
title_full_unstemmed Framing Descriptive Norms as Self-Benefit Versus Environmental Benefit: Self-Construal’s Moderating Impact in Promoting Smart Energy Devices
title_sort framing descriptive norms as self-benefit versus environmental benefit: self-construal’s moderating impact in promoting smart energy devices
publisher MDPI AG
series Sustainability
issn 2071-1050
publishDate 2020-01-01
description Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence.
topic sustainable energy use
smart energy devices
social norms
descriptive norms
self-construal
self-benefit
environmental-benefit
url https://www.mdpi.com/2071-1050/12/2/614
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