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Values and habits: A dual-process model. In S

Chapter in book
Authors Anders Biel
Ulf Dahlstrand
Published in Environment, information and consumer behaviour
Pages 33-49
Publisher Cheltenham: Edward Elgar
Publication year 2005
Published at Department of Psychology
Pages 33-49
Language en
Keywords Environmental values, habits, dual processes, consumer behaviour
Subject categories Psychology

Abstract

Earlier research has shown that there is a relationship between life values and importance attached to information, as well as a relationship between impor-tance attached to information and preference change. This is true also for the en-vironmental domain. Given that a person holds environmental values to be cen-tral, he or she is more likely to attach importance to environmental product in-formation than a person who’s environmental values are more peripheral and, as a consequence, also more likely to choose eco-labelled products. Our own research points in the same direction. We also extend earlier findings showing that nega-tive information (this is bad for the environment) carries greater weight than positive information (this is better for the environment) for consumers who hold environmental values to be of moderate importance. However, product choice is not always guided by a deliberate process. Our data show that consumers may also fall back on habits and choose in a routine manner. When this is the case past behaviour, or habits, mediates the effect of value centrality on choice of eco-labelled products. A dual-process model is introduced to account for these find-ings.

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