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“I should” Does Not Mean “I can.” Introducing Efficacy, Normative, and General Compensatory Green Beliefs

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  • M. Penker

    (University of Graz)

  • S. Seebauer

    (JOANNEUM RESEARCH Forschungsgesellschaft Mbh)

Abstract

Compensatory green beliefs (CGBs) denote beliefs that unsustainable behaviours can be compensated for by performing other sustainable behaviours. We propose to differentiate between efficacy, normative, and general beliefs (ECGBs, NCGBs, GCGBs). ECGBs refer to effectively offsetting previous lapses. NCGBs denote feeling morally obliged to make amends. GCGBs refer to trading off unspecified efforts in overall consumption. Employing survey data from n = 502 high school graduates and an n = 145 longitudinal subsample, we find a three-factor structure of CGBs. ECGBs, NCGBs, and GCGBs intercorrelate moderately, indicating their status as different constructs. NCGBs are positively associated with pro-environmental values, self-identity, and social norms, whereas GCGBs are negatively associated with these constructs. CGBs, in particular NCGBs, have unique explanatory power for sustainable behaviours. NCGBs show substantial temporal stability over one year. CGBs need not be destructive, as NCGBs may encourage sustainable action. Persuasive messages could be tailored to specific CGBs in specific behavioural domains.

Suggested Citation

  • M. Penker & S. Seebauer, 2023. "“I should” Does Not Mean “I can.” Introducing Efficacy, Normative, and General Compensatory Green Beliefs," Journal of Consumer Policy, Springer, vol. 46(2), pages 223-251, June.
    • Handle: RePEc:kap:jcopol:v:46:y:2023:i:2:d:10.1007_s10603-023-09539-6
    DOI: 10.1007/s10603-023-09539-6
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    References listed on IDEAS

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