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Following the lead of relevant others: Social norms and pro-environmental consumption

Strategic Direction

ISSN: 0258-0543

Article publication date: 9 March 2015




This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.


This briefing is prepared by an independent writer who adds his own impartial comments and places the articles in context.


Environmental concern has become an influential factor in the purchase decision-making of an increasing number of consumers. Such individuals are invariably positive toward green products. In addition, there is a willingness to shun organizations that fail to take their responsibilities in this area seriously. Marketers have naturally sought to ascertain what motivates people to engage in ecologically friendly consumption activities. To date, it has been widely assumed that preferences are mainly determined by characteristics and attitudes associated with the individual concerned. Approaches of this type would typically consider a person’s values, beliefs, norms and knowledge pertaining to environmental issues. Information like this clearly offers some useful pointers. However, it has thus far not proved able to make consistently accurate behavioral predictions.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.


The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.



(2015), "Following the lead of relevant others: Social norms and pro-environmental consumption", Strategic Direction, Vol. 31 No. 4, pp. 25-27.



Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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