This study aims to advance services marketing research by examining how credence claims, such as sustainability messaging, shape social norms and decision-making behaviors among professional service providers (PSPs). It introduces a typology of PSPs based on their integration of sustainability expertise and normative beliefs. In doing so, the study demonstrates service providers’ role in influencing brand recommendations. By positioning PSPs as intermediaries who translate sustainability knowledge into actionable guidance, the research highlights how credible eco-claims drive pro-social behaviors, underscoring the importance of services marketing in promoting pro-environmental actions and fostering societal change.
A sample of 467 veterinarians were contacted from across North America with the assistance of a major pet food supplier. Structural equation modeling measured the degree to which social norms, a belief in eco-claims and sustainability expertise shaped sustainability importance for professionals. A post hoc 2 × 2 typology placed professionals in quadrants based on eco-related factors, with sustainability-based brand recommendations analyzed based on their quadrant placement.
Social norms and sustainability expertise were instrumental in predicting the importance of professionals’ environmental stewardship. The typology determined that each quadrant of professionals reported significantly different likelihoods of recommending eco-friendly products to their clients.
This study introduces a novel perspective in services marketing by linking sustainability messaging to social norms and decision-making. It presents a unique typology of PSP profiles based on sustainability expertise and normative influences. By positioning PSPs as intermediaries who translate sustainability knowledge into actionable guidance, the research emphasizes the service sector’s capability of driving pro-environmental behaviors and advancing sustainable practices.
