Resumo

BARRETO, Idaly  e  NEME CHAVES, Samir Ricardo. Effectiveness of influence tactics on pro-environmental behavior intention. rev.latinoam.psicol. [online]. 2014, vol.46, n.2, pp.111-116. ISSN 0120-0534.

This paper analyzes the effectiveness of social influence tactics based on both psychological (commitment/consistency), and cultural principles (identitarian, conspicuous, statutory), for favoring the intention of pro-environmental behavior. An experimental study was conducted using a 2x5 factorial design, where the variables were the type of influence tactics manipulated by discourse in each experimental group and gender. The dependent variable measured the intention of pro-environmental behavior related to reducing waste, wasteful or unnecessary expense of water, gas and electricity at home. The effectiveness of the tactics for favoring the intention of pro-environmental behavior is verified, and significant differences are found between males and females in messages based on principles of coherence and conspicuous consumption.

Palavras-chave : Social Influence; Symbolic Consumption; Consumer Psychology; Sustainable Behavior; Pro-Environmental Behavior.

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