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Tesi etd-09202018-230854

Type of thesis
Perfezionamento
Author
CERRI, JACOPO
URN
etd-09202018-230854
Title
Social desirability bias in green consumerism: its causes, consequences and some potential remedies.
Scientific disciplinary sector
SECS-P/08
Course
SCIENZE ECONOMICHE E MANAGERIALI - Management
Committee
relatore Prof. FREY, MARCO
Presidente Prof. IRALDO, FABIO
Membro Prof.ssa NUTI, SABINA
Membro Dott. DADDI, TIBERIO
Membro Prof. TURCHETTI, GIUSEPPE
Keywords
  • green consumerism
  • social desirability bias
  • survey
  • sustainability
  • sustainable consumption
Exam session start date
;
Availability
parziale
Abstract
This dissertation aims to disentangle some of the psychological drivers behind the adoption of sustainable products by consumers, emphasizing how these drivers could affect socially desirable responding. It also summarizes how research about sustainable food regards and deal with social desirability bias, and it tests some potential solutions. This study is divided into four different researches. In the first one various drivers of sustainable product adoption are explored, altogether with their interplay with product information and environmental concern. The second research summarizes existing research about sustainable food, showing if and how socially desirability is discussed and mitigated in surveys exploring consumer behavior. The third research tests for the occurrence of socially desirable answering among under-30 consumers, through factorial survey experiments. Finally, a comparative trial between conventional questionnaires and the multidimensional randomized response technique is carried out, suggesting its potential advantages and limitations to measure sustainable consumption among consumers who are recruited on the field.
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