Investigating the influence of reference group judgements of global warming on consumers
Objective: To examine the influence of different reference group judgments of global warming on consumers. Methodology: A scale measuring the influence of reference group judgments’ on consumers was developed using secondary research. The scale was evaluated by renowned researchers and a statist...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2013-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/550/925 |
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| Summary: | Objective: To examine the influence of different reference group
judgments of global warming on consumers.
Methodology: A scale measuring the influence of reference group
judgments’ on consumers was developed using secondary research.
The scale was evaluated by renowned researchers and a statistician. It
was pretested prior to being administered to consumers using mall
intercept. 548 responses were obtained and the data analyzed using
IBM SPSS Statistics version 20.0. The Cronbach alpha for the reference
group scale is 0.889.
Findings: Descriptive statistics revealed that the greatest
reference group influence on consumers about global warming
was experts in the field. Independent t-test results on gender
revealed that there were no statistically significant differences in
responses between males and females, while one way ANOVA tests
revealed that there were significant differences in responses
between groups belonging to different ethnic groups and
generation cohorts. However there were no significant differences
in responses with groups having different levels of education
using the one-way ANOVA.
Conclusions: Reference group judgments’ of global warming can be
used to influence consumers in relation to global warming. Experts in
the field appear to be the best option. Using reference group
judgments and segmenting consumers on the basis of generation
cohort and ethnic group may be beneficial in trying to influence
certain groups of consumers in relation to global warming. However
segmenting consumers on the basis of sex and education in order to
use reference group influence does not appear beneficial since there is
no difference in their responses. |
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| ISSN: | 2182-8466 |