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Persuading Dutch students to change behaviour towards the purchase of sustainable food products : Presenting social norms through specific message frames to influence Dutch students’ feeling of moral obligation and intention to buy

Willemsen, C.J. (2019) Persuading Dutch students to change behaviour towards the purchase of sustainable food products : Presenting social norms through specific message frames to influence Dutch students’ feeling of moral obligation and intention to buy.

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Abstract:This study aimed to gain more insight into how Dutch students can be persuaded to adapt more sustainable eating behaviour. This namely has positive impacts on both the environment and people’s personal health. The effects of different types of social norms and message frames on student’s feeling of moral obligation, their attitude and intention to buy vegetarian food products were investigated. Eight versions of a campaign poster containing different combinations of the independent variables were created. In order to test the eight hypotheses, quantitative research was conducted. An online questionnaire with 33 statements was used to measure students’ levels of perceived behavioural control, willingness to comply, regulatory focus, their attitude, feeling of moral obligation and intention to buy. The sample size consisted of 161 students. These responses were collected through random sampling. The data was analysed by the use of multivariate analysis of variance (MANOVA). Based on the results of this analysis, a gain frame combined with an injunctive social norm was found most effective for increasing feeling of moral obligation. Descriptive social norms without a certain message frame seemed most appropriate to increase intention to buy. However, these results were not found significant.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies BSc (56615)
Link to this item:http://purl.utwente.nl/essays/78333
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