Muminović, Tara (2025) The Sustainable Social Network: How Descriptive Norms and Cognitive Dissonance Drive Advocacy for Sustainability. Bachelor thesis, Psychology.
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Abstract
With environmental issues escalating in recent decades, there is growing interest in identifying psychological factors that drive individuals to advocate for more sustainable behaviors in their social networks. This study explored the roles of descriptive norms and cognitive dissonance in driving advocacy for sustainability, hypothesizing that descriptive norms influence advocacy both directly and indirectly through cognitive dissonance as a mediator. A cross-sectional questionnaire with a convenience sample of 119 adults (n = 119) was employed to test these hypotheses. Mediation analysis demonstrated a significant indirect, direct, and total effect. Indeed, cognitive dissonance partly mediated the relationship between descriptive norms and advocacy for sustainability, meaning that stronger descriptive norms are associated with heightened cognitive dissonance, which is in turn associated with more advocacy for sustainability. The discussion addresses theoretical and practical implications, as well as suggestions for future research. These findings can be used to increase advocacy for sustainability, thereby preserving resources and facilitating systemic change. Keywords: descriptive norms, cognitive dissonance, sustainability, advocacy for sustainability, systemic change
| Item Type: | Thesis (Bachelor) |
|---|---|
| Supervisor name: | Pacheco, I.M. |
| Degree programme: | Psychology |
| Differentiation route: | None [Bachelor Psychology] |
| Date Deposited: | 14 Feb 2025 08:00 |
| Last Modified: | 14 Feb 2025 08:00 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/4642 |
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