Peer influence as antecedent of attitude and innovation capacity in ecological behavior
DOI:
https://doi.org/10.18046/j.estger.2019.152.3284Keywords:
peer influence, effective attitude, verbal attitude, innovative capacity, ecological actionAbstract
The mediating relationship between peer influence and ecological, behavioral action of the attitudes (affective and verbal) and consumer’s ability to innovate is analyzed. A structural equations model with 521 cases validates that peer groups influence positively the affective attitude and the ability to innovate, and that both attitudes have an effect on behavioral action. Thus, the social group close to consumer stimulates the testing, change, and purchase of ecological products. Together, for communication strategies that aim at stimulating ecological behaviors, affective-cognitive messages are relevant since ecological purchase depends on discourse’s emotional impact, while ecological participation is subject to rational arguments.
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