The power of minority: interplay between descriptive norms and emotional appeals on green behaviors
研究通过实验室和实地实验发现，少数派描述性规范配合内疚诉求、多数派描述性规范配合自豪诉求能显著增强绿色行为意向，并减少食物浪费，为设计可持续营销活动提供指导。
This study examines the interplay between descriptive norms (minority vs. majority) and emotional appeals (guilt vs. pride) for influencing sustainable consumer behaviors, such as recycling and food waste reduction. Experiment 1, which employed a laboratory experimental method, demonstrated that minority descriptive norms paired with guilt appeals and majority descriptive norms paired with pride appeals significantly enhanced green behavioral intentions. Moderated mediation analysis revealed that attention focus mediated the effects of descriptive norms, with emotional appeals moderating this mediation. Experiment 2, which employed a field study at a hotel buffet, demonstrated the potential generalizability of these findings. This showed that minority descriptive norms combined with guilt appeals were as persuasive as majority descriptive norms combined with pride appeals, effectively reducing food waste. These findings highlight the importance of combining emotional appeals with descriptive norms to design impactful sustainability campaigns applicable to real-world contexts.