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Keywords: Pro-environmental consumption
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Journal Articles
Encouraging pro-environmental consumption: how do descriptive social norms backfire?
Available to Purchase
Journal:
Journal of Social Marketing
Journal of Social Marketing (2025) 15 (2-3): 363–381.
Published: 03 June 2025
...Long Thanh Do; Van Thi Hong Do Purpose The role of descriptive social norms in guiding behaviors has inspired the widely used social marketing techniques to encourage pro-environmental consumption practices. However, evidence about the effectiveness of such interventions is unreconciled...
