Effects of Pure and Competitive Altruism on Sustainable Behavior
Document type :
Compte-rendu et recension critique d'ouvrage
DOI :
Title :
Recycling cooperation and buying status
Effects of Pure and Competitive Altruism on Sustainable Behavior
Effects of Pure and Competitive Altruism on Sustainable Behavior
Author(s) :
Costa Pinto, Diego [Auteur]
Maurer Herter, Márcia [Auteur]
Rossi, Patricia [Auteur]
Lille économie management - UMR 9221 [LEM]
Meucci Nique, Walter [Auteur]
Borges, Adilson [Auteur]
Neoma Business School [NEOMA]
Maurer Herter, Márcia [Auteur]
Rossi, Patricia [Auteur]
Lille économie management - UMR 9221 [LEM]
Meucci Nique, Walter [Auteur]
Borges, Adilson [Auteur]
Neoma Business School [NEOMA]
Journal title :
European Journal of Marketing
Publisher :
Emerald
Publication date :
2019-04-08
ISSN :
0309-0566
English keyword(s) :
Recycling
Sustainable behaviors
Altruism type
Evolutionary altruism
Green buying
Sustainable behaviors
Altruism type
Evolutionary altruism
Green buying
HAL domain(s) :
Sciences de l'Homme et Société/Gestion et management
English abstract : [en]
This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism ...
Show more >This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3). Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.Show less >
Show more >This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying).Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3). Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions.The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions.Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions.This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.Show less >
Language :
Anglais
Popular science :
Non
Collections :
Source :