Counter-arguing as barriers to environmentally motivated consumption reduction: A multi-country study |
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Authors: | Wassili Lasarov Robert Mai Nieves García de Frutos José Manuel Ortega Egea Stefan Hoffmann |
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Affiliation: | 1. Department of Marketing, Faculty of Business, Economics and Social Sciences, Christian-Albrechts-Universität zu Kiel, Westring 425, 24118 Kiel, Germany;2. DFR Marketing, Grenoble Ecole de Management, Univ Grenoble Alpes ComUE, 12 rue Pierre Sémard, 38000 Grenoble, France;3. Department of Economy and Company, Universidad de Almería, Ctra. Sacramento s/n, La Cañada de San Urbano, 04120 Almería, Spain;4. Institute for the World Economy, Kiellinie 66, 24105 Kiel, Germany |
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Abstract: | This research extends previous literature on environmentally motivated consumption reduction (EMCR) with a cross-cultural investigation across 28 European countries. The paper elucidates how European consumers' knowledge and perceived seriousness of climate change inhibit the activation of counter-arguments, with implications for EMCR. More specifically, counter-arguing is a critical barrier to reduce EMCR. The developed model is based on the novel premise that the contingency variables, which qualify the impeding role of this barrier, are anchored at different levels. To account for individual and societal aspects simultaneously, multi-level analysis combines large-scale data from a Eurobarometer (n = 16,095) with secondary data at the societal level (n = 28). The results confirm that counter-arguments as barriers for EMCR and their attenuation through knowledge and perceived seriousness substantially varies across societies. Our results reveal that the collectivism/individualism dimension is most relevant in qualifying the impact of counter-arguments on EMCR. Building on our findings, impact-level-maps of counter-arguments and country clusters aid international marketers of environmentally friendly products to flexibly tailor their marketing campaigns. For policy-makers, our results further highlight that rather than raising knowledge with educative campaigns, perceptions of seriousness should be targeted to foster EMCR and inhibit counter-arguing. |
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Keywords: | Corresponding author. Consumption reduction Hierarchical linear modeling National cultural dimensions Motivated reasoning Neutralization techniques Environmental values |
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