Please use this identifier to cite or link to this item: https://hdl.handle.net/10356/147190
Title: The effects of identification with influencers on green behaviour engagement : an investigation into vicarious moral licensing and its mediating effect
Authors: Chee, Zhi Hui
Tang, Daphne Zhi Ling
Yeo, Justlyn Jing Hui
Phang, Siong Hang
Keywords: Social sciences::Communication
Issue Date: 2021
Publisher: Nanyang Technological University
Source: Chee, 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. https://hdl.handle.net/10356/147190
Abstract: Prior 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.
URI: https://hdl.handle.net/10356/147190
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Student Reports (FYP/IA/PA/PI/CA)

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