Environmental orientation of consumer behavior: motivational component

Motivational Effects of Goal Orientation

According to achievement goal theory, individuals set mastery or performance goals to accomplish challenging tasks. In addition, they can either approach or avoid the goal they are achieving. Mastery goals show positive correlation to intrinsic motivation while performance goals are linked to extrinsic motivation. Goal setting also affects motivation for completing tasks and perception of self-...

Four Motivational Components of Behavior

Positive cueing: Promoting sustainable consumer behavior by cueing common environmental behaviors as environmental

In the present article we test a social marketing tool, to induce pro-environmental consumer behavior. The tool intends to do so by changing a target’s self-perception from someone who usually does not engage in pro-environmental behavior to someone who usually engages in pro-environmental behavior. It is based on the assumption that people may fail to view themselves as environmentally conscio...

Motivational Consequences of Perceived Velocity in Consumer Goal Pursuit

The authors explore the interplay between consumers’ progress levels toward attaining a goal and the perceived velocity in progressing toward the goal to determine consumers’ motivation for further goal pursuit. The authors propose that when progress toward attaining a goal is low, consumers are primarily concerned about the question “Can I get there?” Thus, a high (vs. low) perceived velocity ...

Using Motivational Interviewing to reduce threats in conversations about environmental behavior

Human behavior contributes to a waste of environmental resources and our society is looking for ways to reduce this problem. However, humans may perceive feedback about their environmental behavior as threatening. According to self-determination theory (SDT), threats decrease intrinsic motivation for behavior change. According to self-affirmation theory (SAT), threats can harm individuals' self...