Leading the way: Motivating environmental action through perceived marketplace influence

R. Bret Leary, Richard J. Vann, John D. Mittelstaedt

Research output: Contribution to journalArticle

7 Citations (Scopus)

Abstract

This research explores the perceived marketplace influence (PMI) belief and its role in explaining behavior. Across three studies, we show PMI to be distinct from other efficacy-based constructs and a powerful predictor of pro-environmental and socially-motivated behavior. Specifically, consumers are motivated to act when they believe their behavior influences other marketplace actors. We develop a ten-item scale for PMI and display its predictive and incremental validity in explaining environmental behavior before showing its power to translate environmental concern into corresponding behavior. We then find that PMI predicts social environmentalism and environmental citizenship behaviors, and that these effects are attenuated by consumer skepticism of marketing. While complementing existing efficacy-related beliefs with its explicit marketplace focus, PMI provides an important tool for marketers operating in environmental and prosocial niches by allowing them to understand and target the consumers most likely to adopt their products or attempt to recruit others in environmentally-motivated efforts.

Original languageEnglish (US)
Pages (from-to)79-89
Number of pages11
JournalJournal of Business Research
Volume79
DOIs
StatePublished - Oct 2017

Fingerprint

Efficacy
Environmentalism
Incremental
Skepticism
Niche
Environmental behavior
Marketing
Marketers
Social influence
Environmental concern
Citizenship behavior
Predictors

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

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Leading the way : Motivating environmental action through perceived marketplace influence. / Bret Leary, R.; Vann, Richard J.; Mittelstaedt, John D.

In: Journal of Business Research, Vol. 79, 10.2017, p. 79-89.

Research output: Contribution to journalArticle

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