Perlaviciute, Goda

English

Door de aanschaf van duurzame producten zoals “groene” levensmiddelen en duurzame energiebronnen kunnen milieuproblemen worden verminderd. Maar hoe beoordelen mensen deze producten? Deze vraag is belangrijk omdat mensen duurzame producten alleen zullen aanschaffen als ze voldoende aantrekkelijk worden gevonden. In dit proefschrift gaan we na hoe doelen van mensen invloed hebben op hun oordelen over duurzame producten. Wij veronderstellen dat mensen producten beoordelen op basis van de mate waarin deze producten hen in staat stellen om hun doelen te bereiken. Welke doelen centraal staan in een situatie wordt bepaald door waarden van mensen en door factoren in de omgeving die waarden kunnen activeren. Waarden zijn overkoepelende doelen die min of meer chronisch geactiveerd zijn. Mensen met sterke biosferische waarden hechten veel belang aan natuur en milieu, en zullen milieuvriendelijke producten positiever beoordelen, vooral als hun biosferische waarden geactiveerd worden door stimuli in de omgeving. Daarbij kan sprake zijn van een “halo” effect, waardoor men positiever oordeelt over verschillende producteigenschappen, zelfs als deze eigenschappen niet relevant zijn voor hun centrale doelen. Het is dus belangrijk om bij de promotie van duurzame producten rekening te houden met welke doelen mensen nastreven. Duurzaamheidsdoelen zullen sterker zijn als mensen sterke biosferische waarden hebben en als deze waarden zijn geactiveerd door stimuli in de omgeving. Mensen met sterke duurzaamheidsdoelen zullen vervolgens duurzame producten positiever beoordelen, mits het betreffende product hen in staat stelt deze doelen te realiseren. Dit betekent dat het gebruik van “groene” labels averechts kan werken als de gelabelde producten niet als duurzaam worden gezien

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   University of GroningenGoal-driven evaluations of sustainable productsPerlaviciute, GodaIMPORTANT NOTE: You are advised to consult the publisher's version (publisher's PDF) if you wish to cite fromit. Please check the document version below.Document VersionPublisher's PDF, also known as Version of recordPublication date:2014Link to publication in University of Groningen/UMCG research databaseCitation for published version (APA):Perlaviciute, G. (2014). Goal-driven evaluations of sustainable products. s.n.CopyrightOther than for strictly personal use, it is not permitted to download or to forward/distribute the text or part of it without the consent of theauthor(s) and/or copyright holder(s), unless the work is under an open content license (like Creative Commons).The publication may also be distributed here under the terms of Article 25fa of the Dutch Copyright Act, indicated by the “Taverne” license.More information can be found on the University of Groningen website: https://www.rug.nl/library/open-access/self-archiving-pure/taverne-amendment.Take-down policyIf you believe that this document breaches copyright please contact us providing details, and we will remove access to the work immediatelyand investigate your claim.Downloaded from the University of Groningen/UMCG research database (Pure): http://www.rug.nl/research/portal. For technical reasons thenumber of authors shown on this cover page is limited to 10 maximum.Download date: 06-06-2022Propositions part of the dissertation “Goal-driven evaluations of sustainable products” Goda Perlaviciute  1. People evaluate sustainable products positively if they think that these products enable them to pursue their goals, whereas they do not evaluate them positively (or even evaluate them negatively) if they do not perceive these products as suitable for their goal pursuit (this thesis).  2. Sustainable products are most likely to be evaluated positively if pro-environmental goals are strong in a situation and if these products are seen as suitable for attaining these goals (this thesis).  3. The relative strength of goals in a situation depends on individual values and situational cues that activate these values (this thesis).  4. Values can be seen as overarching goals that are more or less chronically activated. Goals in a given situation are likely to be relatively stronger if people strongly endorse relevant values (this thesis). 5. Once people make a goal-based judgement of a product, the valence of this judgement can cause a halo effect and colour evaluations of various (other) product characteristics, even evaluations of characteristics that are unrelated to the goal (this thesis). 6. Trying to change people’s evaluations of specific product characteristics may be ineffective if these characteristics are not very important to people given their values and merely result from a goal-driven halo effect. 7. Strong biospheric values may create a stable and reliable basis for positive evaluations of many sustainable products. This implies that long-term sustainable interventions should focus on strengthening biospheric values in society and on activating these values by means of situational sustainability cues. 8. Hard work and persistence can help finalise a PhD thesis, but the devotion of supervisors and support from colleagues determine whether it can be enjoyed. 9. Activities like running and preparing lunch for colleagues are driven by gain and normative goals but have strong hedonic consequences. 10. “Whatever it is you’re seeking won’t come in the form you’re expecting” (Haruki Murakami, Kafka on the Shore). 

Goal-driven evaluations of sustainable products

https://pure.rug.nl/ws/files/2331824/stellingen.pdf

Goal-driven evaluations of sustainable products

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