K.U.Leuven - Faculty of Economics and Applied Economics
DTEW - MO_0610 pages:1-42
The present research demonstrates that cueing people with commonly performed ecological behaviours positively influences their attitudes towards ecological behaviour and renders their consumption decisions more ecologically sound. Ecological behaviours differ in diagnosticity for deriving consumers' green attitudes (study 1). A correlational study (study 2) and two experimental ones (studies 3 and 4) further show that an individual's perceived ease-of-retrieval of previously performed environmental behaviours is related to his or her attitude towards ecological behaviour and to actual ecological behaviour. Implications for effective social marketing campaigns are discussed.