Eficacia de tácticas de influencia en la intención de conducta proambiental

Abstract

This paper analyzes the effectiveness of social influence tactics based on both psychological (commitment/consistency), and cultural principles (identitarian, conspicuous, statutory), for favoring the intention of pro-environmental behavior. An experimental study was conducted using a 2x5 factorial design, where the variables were the type of influence tactics manipulated by discourse in each experimental group and gender. The dependent variable measured the intention of pro-environmental behavior related to reducing waste, wasteful or unnecessary expense of water, gas and electricity at home. The effectiveness of the tactics for favoring the intention of pro-environmental behavior is verified, and significant differences are found between males and females in messages based on principles of coherence and conspicuous consumption. Copyright © 2013, Konrad Lorenz University Foundation. Published by Elsevier España, S.L.U. This is an open-access article distributed under the terms of the Creative Commons CC BY-NC ND Licence (http://creativecommons.org/licenses/by-nc-nd/3.0/).