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Habitual and value-guided purchase behaviour

Journal article
Authors Anders Biel
Ulf Dahlstrand
Gunne Grankvist
Published in Ambio: a journal of the human environment
Volume 34
Issue 4/5
Pages 360-365
Publication year 2005
Published at Department of Psychology
Pages 360-365
Language en
Keywords Habits, values, environmental concern, consumer behaviour
Subject categories Psychology


Society increasingly requests that individuals adopt environmentally benign be-haviour. Information campaigns purported to change people’s attitudes are often regarded as a pre-requisite to install such changes. While such information may be a necessary step, it is not a sufficient condition. We argue that much everyday behaviour with environmental consequences is habitual in kind, and that little attention is given to information directed toward changing these habitual behav-iours. In other instances, behaviour is guided by values in a more reflective proc-ess. However, other information besides environmental consequences may draw a person’s attention and affect behavioural choice. Using surveys and experimental studies targeting consumer behaviour, we have studied under what conditions different kinds of information is likely to influence people with varying levels of environmental concern. Based on results from these studies, implications for be-havioural change are discussed.

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