Wal, Jorrit van der (2023) The Company, Them and Me: The Effect of Corporate Environmental Responsibility on Intended Pro-Environmental Behaviour and the Effects of Group and Personal Values. Bachelor thesis, Psychology.
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Abstract
In recent times, the threat of climate change has become evident. In this light, many organizations have incorporated Corporate Environmental Responsibility (CER) in their strategy. The current paper investigated the effect of CER perceived by customers on their intended pro-environmental behaviour, specifically looking at the mediation effect of group biospheric values and the moderation effect of personal biospheric values. Supporting prior research, the results suggest that perceived CER significantly increases participants' intended pro-environmental behaviour (hypothesis 1). The study also supports the idea that perceived group biospheric values mediate this effect (hypothesis 2), indicating that perceived CER influences behavioural intentions through the perception of other customers’ values. Contradicting previous findings, no significant moderating effect of personal biospheric values was observed (hypothesis 3), suggesting that personal values may not be as influential for the impact of CER on behaviour as previously thought. The results further suggest the values of the group have to be considered when studying the effect of CER on pro-environmental behaviour. Implementing the results, it is suggested that environmental policy may emphasize group values in interventions to encourage pro-environmental behaviour. Furthermore, corporate strategists should consider emphasizing the company’s CER and customers’ biospheric values when marketing the company’s sustainable ambitions. This may ensure a stable demand, increase sales and stimulate pro-environmental behaviour in customers.
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Lee, C.Y. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 21 Jul 2023 09:20 |
| Last Modified: | 21 Jul 2023 09:20 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/2522 |
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