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dc.contributor.authorChee, Zhi Huien_US
dc.contributor.authorTang, Daphne Zhi Lingen_US
dc.contributor.authorYeo, Justlyn Jing Huien_US
dc.contributor.authorPhang, Siong Hangen_US
dc.identifier.citationChee, Z. H., Tang, D. Z. L., Yeo, J. J. H. & Phang, S. H. (2021). The effects of identification with influencers on green behaviour engagement : an investigation into vicarious moral licensing and its mediating effect. Final Year Project (FYP), Nanyang Technological University, Singapore.
dc.description.abstractPrior research has documented the influence of social media influencers over consumeristic behaviours; however, their influence over audiences’ green behaviours is less explored. On the one hand, individuals may internalise the influencer’s pro-environmental norms and pursue more green behaviours themselves subsequently. On the other hand, individuals may take the actions of the influencer as their own due to strong cognitive overlap, resulting in vicarious moral licensing to justify engaging in less environmentally-friendly behaviours subsequently. This study examines both the positive and negative spillover of watching an influencer perform green behaviours. Additionally, this study proposes identification with the influencer as a moderator: the more strongly one identifies with the influencer, the more likely one will be vulnerable to vicarious moral licensing. Using an experimental design with 165 participants from Nanyang Technological University, we found that expressed moral licensing was positively related to green behavioural intentions but negatively related to actual green behaviour. The results expand existing literature on the negative spillovers of watching influencers perform green behaviours. Implications on future communication campaigns involving influencers are discussed.en_US
dc.publisherNanyang Technological Universityen_US
dc.subjectSocial sciences::Communicationen_US
dc.titleThe effects of identification with influencers on green behaviour engagement : an investigation into vicarious moral licensing and its mediating effecten_US
dc.typeFinal Year Project (FYP)en_US
dc.contributor.supervisorSonny Ben Rosenthalen_US
dc.contributor.schoolWee Kim Wee School of Communication and Informationen_US
dc.description.degreeBachelor of Communication Studiesen_US
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Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)
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