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Should I Recycle or Not?: Effects of Attitude Strength and Social Pressure

Should I Recycle or Not?: Effects of Attitude Strength and Social Pressure

Ineke Uyttersprot, Iris Vermeir
Copyright: © 2014 |Pages: 17
ISBN13: 9781466644304|ISBN10: 1466644303|EISBN13: 9781466644311
DOI: 10.4018/978-1-4666-4430-4.ch012
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MLA

Uyttersprot, Ineke, and Iris Vermeir. "Should I Recycle or Not?: Effects of Attitude Strength and Social Pressure." Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, edited by Avinash Kapoor and Chinmaya Kulshrestha, IGI Global, 2014, pp. 292-308. https://doi.org/10.4018/978-1-4666-4430-4.ch012

APA

Uyttersprot, I. & Vermeir, I. (2014). Should I Recycle or Not?: Effects of Attitude Strength and Social Pressure. In A. Kapoor & C. Kulshrestha (Eds.), Dynamics of Competitive Advantage and Consumer Perception in Social Marketing (pp. 292-308). IGI Global. https://doi.org/10.4018/978-1-4666-4430-4.ch012

Chicago

Uyttersprot, Ineke, and Iris Vermeir. "Should I Recycle or Not?: Effects of Attitude Strength and Social Pressure." In Dynamics of Competitive Advantage and Consumer Perception in Social Marketing, edited by Avinash Kapoor and Chinmaya Kulshrestha, 292-308. Hershey, PA: IGI Global, 2014. https://doi.org/10.4018/978-1-4666-4430-4.ch012

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Abstract

Pro-environmental attitudes do not always result in environmentally friendly behavior. To determine how ecologically friendly behavior can be stimulated, some attitudinal, situational, and personal variables that have been shown to affect attitude-consistent behavior are investigated in influencing recycling behavior. Previous research has shown contradictory results concerning attitude strength, social pressure, and the attitude-behavior relationship. Either strong attitudes or strong situations predict attitude-behavioral consistency. The results indicate that attitude strength is a more powerful predictor of attitude-behavior consistency than social pressure. Strong attitudes are more likely to result in attitude-consistent behavior, regardless of social pressure. Only when attitudes are weaker does social pressure have an impact on attitude-behavior consistency. Moreover, this effect is moderated by individuals’ levels of self-monitoring.

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