Natalia Karelaia

We found that individuals with a high sense of social connectedness felt their individual actions would generate a greater impact on a larger scale and, as a result, tended to be the most socially conscious consumers. Overall, the social values self-reported by the respondents were a less reliable predictor of behavior than the feeling that they, as individuals, could make a difference. This result is consistent with the idea that while values enhance ideological support for a policy or an inclination to behave ethically, the belief that one’s actions can make a difference is necessary to produce a change in actual behavior.

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