In-Group Framing And Self-Comparison In Sustainable Consumption

Sally Rao Hill, Bora Qesja

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review


Encouraging consumers to behave in a sustainable manner by increasing the number of sustainable actions, remains a challenge for social marketers to date. This study examines the effects of in-group framing and self-comparison salience on intention to increase the number of sustainable actions. The results of a 3-factorial between-subjects experiment show that with positive in-group framed messages, consumer’s intention to increase the number of sustainable behaviours was significantly higher among participants making upward comparison, versus participants exposed to negative in-group framed messages. However, when downward self-comparison is made, neither positive nor negative in-group framed messages had any effect on consumer’s sustainable behavioral intentions. The results highlight conditions under which communicating information about the behaviors of relevant in-group members can be used to spur consumer engagement in sustainable actions. The study extends social comparison theory by demonstrating that comparisons occurring in positive framing conditions have implications for future behavioral intentions.
Original languageEnglish
Title of host publicationANZMAC 2022: Reconnect & reimagine
Subtitle of host publicationConference Proceedings
EditorsPaul Harrigan, Greg Brush
Publication statusPublished - 5 Dec 2022
EventANZMAC 2022: Reconnect & reimagine - University of Western Australia, Perth, Australia
Duration: 5 Jul 20227 Jul 2022

Publication series

NameANZMAC Conference Proceedings
PublisherAustralian & New Zealand Marketing Academy
ISSN (Electronic)1447-3275


ConferenceANZMAC 2022
Abbreviated titleANZMAC 2022
Internet address


Dive into the research topics of 'In-Group Framing And Self-Comparison In Sustainable Consumption'. Together they form a unique fingerprint.

Cite this