consumer perceptions and behavior towards polymers · 2020-02-04 · conclusions broad values of...
TRANSCRIPT
![Page 1: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/1.jpg)
Prof. dr. Frenk van Harreveld
Consumer perceptions and
behavior towards polymers
Understanding and changing
![Page 2: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/2.jpg)
PAGE 1
Perceived importance climate change
26/1
0/20
![Page 3: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/3.jpg)
![Page 4: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/4.jpg)
PAGE 3
Environmental concerns
26/1
0/20
![Page 5: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/5.jpg)
4
![Page 6: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/6.jpg)
PAGE 526/1
0/20
![Page 7: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/7.jpg)
PAGE 6
Mind the gap
Terlau, W. & Hirsch, D. (2015). Sustainable Consumption and the Attitude-Behaviour-Gap Phenomenon - Causes and
Measurements towards a Sustainable Development. Int. J. Food System Dynamics 6, 159-174
![Page 8: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/8.jpg)
PAGE 7
Psychological distance
26/1
0/20
“a cognitive separation between the
self and other instances such as
persons, events, or times.”
Trope & Liberman (2003).
![Page 9: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/9.jpg)
The psychology of sustainable behaviour
![Page 10: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/10.jpg)
![Page 11: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/11.jpg)
![Page 12: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/12.jpg)
![Page 13: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/13.jpg)
![Page 14: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/14.jpg)
Attitudes
![Page 15: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/15.jpg)
Willingness to pay
0
10
20
30
40
50
60
70
0.0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8 0.9 1.0 1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8 1.9 2.0
Fre
quen
cy
Amount in £
Willingness to pay
![Page 16: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/16.jpg)
Plastic attitude network
![Page 17: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/17.jpg)
Plastic attitude network
![Page 18: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/18.jpg)
Willingness to pay: donation
Guilt
t(230.517) = - 1.966, p = 0.05*
*This is the corrected p-value suggested by the statistically significant Levene’s Test for Equality of Variances. The uncorrected p-value was only marginally significant t(283) = - 1.800, p = 0.061.
![Page 19: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/19.jpg)
Emotions
![Page 20: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/20.jpg)
Emotions
R2 = 0.033, F(1, 283) = 9.713, p = 0.002
None of the other emotions that we measured predict donation amount.
• Anger• Excitement• Guilt (t = 3.117, p = 0.002, β = 0.182)
• Joy • Uncertainty • Sadness• Worry
![Page 21: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/21.jpg)
Conclusions
➤ Broad values of consumers about the environment are not always translated into behaviour.
➤ Bridging the gap between attitudes and behaviour.
➤ Empirical network models provide insight into primary drivers of behaviour.
➤ Inroads into targeted persuasion strategies to change behaviours.
➤ Educating the public about consequences of plastic.
![Page 22: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/22.jpg)
Moving forward
➤ Psychological distance revisited: reducing distance to the benefits of changing towards more sustainable behaviour.
➤ Visibility is key
➤ Role models
➤ Positive emotions
![Page 23: Consumer perceptions and behavior towards polymers · 2020-02-04 · Conclusions Broad values of consumers about the environment are not always translated into behaviour. Bridging](https://reader035.vdocument.in/reader035/viewer/2022071108/5fe2c13debe335656c2e4fe8/html5/thumbnails/23.jpg)