Promoting Sustainable Consumer Behaviour Through the Activation of Injunctive Social Norms: A Field Experiment in 19 Workplace Restaurants

Abstract

Since production and consumption are co-dependent parts of the same system, businesses often need to complement their production-side sustainability initiatives with accompanying measures aimed at promoting sustainable consumption. As a potential, low-cost measure of steering consumer choice we studied the activation of injunctive social norms by conducting a field experiment (N = 1,289) in 19 workplace restaurants. The aim was to investigate whether the presence and absence of two injunctive norm messages relating to Baltic Sea protection and local food predicted the choice of a novel sustainable dish, roach fish patties. Results of nested analysis of variance and qualitative comparative analysis suggest that while injunctive norm activation was an ineffective measure to steer consumer choice in the overall population, it may have had an impact on smaller subgroups based on sociodemographic characteristics and previous consumption patterns. Furthermore, there was indication of a mutually reinforcing interaction effect when the two injunctive norms were activated in combination.

Equity Effects of Dietary Nudging Field Experiments: Systematic Review

“…However, most studies (16 of 19) used an objective measure of dietary behaviours by either examining purchase records, purchase receipts, or by behavioural observation. Only three studies (34,41,46) relied on self-reports of behaviour. Eight out of the 19 studies did not provide formal tests for equity effects, six further studies provided subgroup analyses, and only five out of 19 studies (36-38, 43, 48) provided a formal test (interaction term in regression analyses).…”

“…The majority of studies in the review (14 of 19) employed cognitively oriented nudges, with 6 studies (34,36,37,39,40,42) providing descriptive nutritional labelling only (e.g., mandated calorie labelling on the menu board and printed menus in fast food chains; 40), three studies (38,43,47) providing evaluative nutritional labelling only (e.g., trafficlight labelling of cafeteria items based on main ingredients, saturated fat and caloric content; 46), 3 studies (43,45,48) providing a combination of descriptive and evaluative labelling (e.g., a combination of nutrition labelling and health logos for healthier options in hospital cafeterias; 47), and one study providing visibility enhancements (44). Two studies (39,46) used an affectively oriented nudge (healty eating calls such as "Portion size matters"), and four studies [ (33,45,54); study 2 and 3] used behaviourally oriented nudges, such as convenience enhancement.…”

“…while (46) examined an affectively oriented nudge, and [50; study 2] examined a behaviourally oriented nudge.…”

Sustainable Regional Development: Actual Directions of Institutional Analysis

“…По отношению к предпринимательским начинаниям (и фирмам) неформальные институты являются основой их легитимности или нелегитимности, что означает наличие доступа к ресурсам или его затрудненность . Аналогично, субъективные нормы могут как поддерживать, так и препятствовать устойчивому потреблению индивидов и домохозяйств Salmivaara and Lankoski, 2019), их про-экологическому или анти-экологическому поведению .…”

A Holistic Model for Sustainable Restaurant Operations using the Business Model Canvas Approach

“…https://jaauth.journals.ekb.eg / Cantele & Cassia, 2020). Therefore, transformation to sustainability in the food industry has become a necessity (Salmivaara & Lankoski, 2019). Actually, since the advent of the sustainability concept, hospitality enterprises have incorporated many eco-friendly practices in their regular business activities (Koch et al, 2020).…”