The Effects of Participation Effort, Self-Expressive Cues, and Social Norms on Participation Intention in Consumer Participatory CSR : Focusing on Consumers’ Carbon Neutrality Practices

Key Points

• This study aims to investigate how participation effort affects participation intention through perceived costs, considering self-expressive cues and social norms.
• Conducted a 2x2x2 experimental design with 276 participants, manipulating participation effort, self-expressive cues, and social norms.
• Analyzed the role of self-expressive cues and social norms in moderating participation intention and perceived costs.
• Higher participation effort increased perceived costs without self-expressive cues, but this effect was reduced when such cues were present.
• The interaction between participation effort and self-expressive cues influenced participation intention, mediated by perceived costs, particularly in the absence of social norms.