Using descriptive norm appeals effectively to promote green behavior

Considering that descriptive norm appeals are only effective when they are framed positively, this research investigates the efficacy of such norms in a context in which the prevalent behavior is not environmentally friendly. Using an infomercial promoting purchasing of non-overpackaged products, three studies attempt to manipulate the presence and valence of a descriptive norm, an endorser's presence, and his or her profile. The findings show that triggering a positive descriptive norm results in the adoption of pro-environmental behavior, even when this norm does not reflect the behavior of the majority, provided that consumers perceive the ad as credible. Ad credibility influences intention to avoid overpackaging and, in turn, is influenced by a descriptive norm and a celebrity endorser's profile. The presence of a typical-consumer testimonial, however, influences behavioral intention directly, and the profile of this non-famous endorser influences ad credibility and intention through identification.