Jumping on the bandwagon or seeking novelty? An experimental study on the effectiveness of heuristics when promoting pro-environmental consumption.

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Framing descriptive norms as self-benefit versus environmental benefit : self-construal’s moderating impact in promoting smart energy devices

Recently, awareness has been raised concerning the importance of sustainable energy use. Nevertheless, many obstacles must be overcome to change individuals’ energy consumption habits. This study examines how a message should be framed to convince individuals to purchase a smart energy device that provides feedback on household energy use. As such, this device can assist households in adjusting their energy-wasting habits. Through two experimental studies, this paper examines how a descriptive normative message, indicating that the majority of US households have already purchased a smart energy device, can increase individuals’ intention to purchase the device. Both studies consider the moderating influence of the self-construal, which refers to individuals’ consideration of themselves as either part of a group (interdependent self-construal) or independent from others (independent self-construal). The first study (n = 231) reveals that a descriptive norm (versus no norm) leads to a higher purchase intention through an enhanced normative influence regardless of participants’ self-construal. The second study (n = 128) adds to the finding that combining a descriptive norm with a self-benefit (versus environmental) frame more strongly impacts the purchase intent of individuals with a dominant independence. No significant differences are identified between the two benefit frames’ effectiveness among individuals with a dominant interdependence

Towards a biased mindset : an extended theory of planned behaviour framework to predict farmers' intention to adopt a sustainable mange control approach

Resistance against macrocyclic lactones is emerging in Psoroptes ovis mites, the cause of psoroptic mange in sheep and cattle. Therefore, sustainable mange control approaches should be implemented to prevent or slow down resistance. To ensure a proper implementation of such approaches, it is crucial to understand the factors that may impede or facilitate adoption of these practices among farmers. A conceptual model that combines insights from the Theory of Planned Behaviour (TPB, Ajzen, 1991) - a theory that predicts human behaviour -, with insights from behavioural economics (Camerer, 2004; Samson, 2016) a theory that assumes that behavioural biases or reasoning errors are pervasive in decision-making -, was developed to predict farmers' adoption intention. In particular, this paper examines how behavioural economics can influence farmers' beliefs related to sustainable mange control and through which pathways these biased beliefs can predict adoption intention. A cross-sectional survey study amongst 174 Belgian Blue cattle farmers has been conducted and Structural Equation Modelling was used for analyses. In particular, the model shows that farmers' positive attitudes towards a sustainable mange control method (attitude) and their perceptions of how others evaluate the sustainable control methods (subjective norms) more strongly predict adoption intention than perceived behavioural control. Additionally, the model shows that adoption intention is explained by the bandwagon bias -the belief that other farmers have a positive opinion about the control method-, and availability bias - farmers who have the belief that mange occurs often on their farm through the determinants of TPB. Although this bandwagon bias influences farmers adoption intention, the rather low presence of availability bias might explain why adoption intention of a sustainable mange control method is limited. Next, retaining to the default treatment (default bias) influences farmers' belief that they are capable of implementing control methods on their farm (perceived behavioural control), while the belief that implementing a control method is perceived as a cost for their farm rather than being beneficial (loss aversion bias) negatively influences attitude and perceived behavioural control. We further discuss important implications that can incite farmers' adoption intention

Unravelling Belgian Blue cattle farmers’ adoption intention towards diagnostic tools : integrating insights from behavioural economics and socio-cognitive theories

Macrocyclic lactone resistance in Psoroptes ovis mites, causing psoroptic mange, is emerging in beef cattle. Therefore, diagnostic tools that can indicate macrocyclic lactone resistance should be implemented at farms in order to control these parasitic infections and slow down emerging resistance. Unfortunately, the adoption of such tools remains relatively poor. This study explores which beliefs, and behavioural biases that misconstrue these beliefs, underlie farmers’ adoption intention. Five semi-structured focus groups were conducted with Belgian Blue cattle farmers (n = 38). Inductive analysis revealed that farmers’ positive attitudes towards acaricides use and risk perception towards acaricide resistance made them rather reluctant to implement diagnostic tools. In addition, farmers’ susceptibility to acaricide resistance occurring on their farm was weakened by the optimism and availability bias. Deductive analysis revealed that economic reasons, usefulness of the diagnostic tool and contribution to animal wellbeing motivated farmers to adopt such tools (i.e., behavioural beliefs). However, the loss aversion and time discounting bias weakened farmers’ beliefs related to economic reasons. The veterinarian was seen as the responsible actor for implementing diagnostic tools, while colleague-farmers’ opinion related to the diagnostic tool was also valued (i.e., normative beliefs). The latter belief was strengthened by the bandwagon-effect bias. Farmers’ beliefs about economic costs related to the diagnostic tool tended to hinder adoption intention, while the veterinarian’s assistance motivated farmers to implement such tools (i.e., control beliefs). The loss aversion bias also strengthened farmers’ control beliefs related to the diagnostic tools’ perceived costs. As such, this article provides more insights into the (ir)rational factors shaping farmers’ intention to adopt diagnostic tools. These insights might help animal health organisations to design communication strategies to stimulate the adoption of diagnostic tools on beef cattle farms

Towards a biased mindset: An extended Theory of Planned Behaviour framework to predict farmers’ intention to adopt a sustainable mange control approach

Resistance against macrocyclic lactones is emerging in Psoroptes ovis mites, the cause of psoroptic mange in sheep and cattle. Therefore, sustainable mange control approaches should be implemented to prevent or slow down resistance. To ensure a proper implementation of such approaches, it is crucial to understand the factors that may impede or facilitate adoption of these practices among farmers. A conceptual model that combines insights from the Theory of Planned Behaviour (TPB, Ajzen, 1991)- a theory that predicts human behaviour -, with insights from behavioural economics (Camerer, 2004; Samson, 2016)– a theory that assumes that behavioural biases or reasoning errors are pervasive in decision-making -, was developed to predict farmers’ adoption intention. In particular, this paper examines how behavioural economics can influence farmers’ beliefs related to sustainable mange control and through which pathways these biased beliefs can predict adoption intention. A cross-sectional survey study amongst 174 Belgian Blue cattle farmers has been conducted and Structural Equation Modelling was used for analyses. In particular, the model shows that farmers’ positive attitudes towards a sustainable mange control method (attitude)and their perceptions of how others evaluate the sustainable control methods (subjective norms)more strongly predict adoption intention than perceived behavioural control. Additionally, the model shows that adoption intention is explained by the bandwagon bias -the belief that other farmers have a positive opinion about the control method-, and availability bias - farmers who have the belief that mange occurs often on their farm – through the determinants of TPB. Although this bandwagon bias influences farmers adoption intention, the rather low presence of availability bias might explain why adoption intention of a sustainable mange control method is limited. Next, retaining to the default treatment (default bias)influences farmers’ belief that they are capable of implementing control methods on their farm (perceived behavioural control), while the belief that implementing a control method is perceived as a cost for their farm rather than being beneficial (loss aversion bias)negatively influences attitude and perceived behavioural control. We further discuss important implications that can incite farmers’ adoption intention