Footprints of social norms on shopping for sustainable products in offline and online spheres

Abstract

This thesis explores the distinctive behaviors of social norms in the online and offline contexts, specifically focusing on consumer behavior when shopping for green products. In an age markedly determined by environmental awareness, interpreting imbalances in social norms influences on consumer choices between online and offline contexts is pivotal to shaping our future. The research conducted for this study factors several different approaches to investigate the disparities norms enforces upon the consumer in the online and offline environments. Through a comprehensive literature review, theoretical frameworks exploiting effects of socials norms and the acknowledgment of differing consumer behavior depending on the shopping context, this attempts to understand behaviors in the two distinct shopping contexts using an experimental online study. The findings disclose that regardless of the shopping context social norms play a significant role in influencing consumer behavior when shopping for green products. However, this study reveals that while social norms persist aggressively in the offline context, they tend to undergo adaptations in the online context. In Conclusion, this thesis yields valuable insights into the maneuvering behavior associated with social norms in online and offline contexts. By shedding light on the distinctive attributes of social norms in the digital world, this research aids in the development of effective strategies for managing and navigating online communities, hindering a better understanding of the implications social norms has on the looming digitalized world we currently live in.

Date of Award	28 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Niza Braga (Supervisor)