The Impact of Social Norms on Consumer Willingness to Choose Green Packaging for an Extra Charge in the United States and South Korea

Abstract

Three studies examine the effectiveness of social norm messaging in a green consumption context. The overall goal is to identify theory-based ways to increase consumer choice of biodegradable take-out food packaging with an extra charge versus single-use plastic with no charge in the US and South Korea. Results indicate that descriptive norm messaging is superior to prescriptive norm messaging in both countries. Prescriptive norm messaging produced significantly higher reactance and more negative attitudes toward the packaging selection experience in the US, suggesting serious backfire effects in that country, but not in South Korea. Results advance theory regarding the use of social norm messaging to increase consumers’ willingness to pay an additional charge for take-out food packaging that is biodegradable versus single-use plastic. Managerial and policy implications are discussed.