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Role model advocacy for sustainable transport
University of Surrey, UK.
University of Surrey, UK.
University of Surrey, UK.
Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship. Western Norway Research Institute, Norway.ORCID iD: 0000-0003-0505-9207
2018 (English)In: Transportation Research Part D: Transport and Environment, ISSN 1361-9209, E-ISSN 1879-2340, Vol. 61, no Part: B, p. 373-382Article in journal (Refereed) Published
Abstract [en]

Individual aspirations of associating with role models are routinely harnessed by marketers, who for instance, use celebrity endorsement in selling brands and products. It appears there has been no research to date, however, on the potential for celebrity activism, or role model advocacy beyond celebrities, such as from politicians, to form effective interventions for encouraging sustainable transport behavior. This is despite studies suggesting that celebrity endorsement is a potential gateway for transforming public opinion on carbon intensive transport modes. The present paper consequently offers a critical review of the literature on role model advocacy and celebrity activism, and how these concepts have been harnessed to address environmental issues, in order to conceptually assess the potential for extending these intervention techniques to the context of sustainable transport. The scope of the paper includes the potential that high profile politicians/celebrities might play as role models in exercising referent power to influence social norms surrounding sustainable transport, given that the success of social marketing interventions are closely tied to the need for changes in the policy landscape. Key dimensions of role model endorsement in transport are identified and applied to a series of examples of how celebrity and political role models have influenced transport cultures. In addition to offering an original application of a theoretical framework to a new context, in order to help address the increasingly important societal issue of transport's growing contribution to climate change, the paper discusses the challenges associated with the neoliberal framing of this approach.

Place, publisher, year, edition, pages
Elsevier, 2018. Vol. 61, no Part: B, p. 373-382
Keywords [en]
Behavior change, Celebrity endorsement, Identity, Neoliberalism, Social marketing, Sustainable transport, Carbon, Climate change, Commerce, Marketing, Social aspects, Celebrity endorsements, Social marketings, Transportation
National Category
Economics and Business
Research subject
Tourism
Identifiers
URN: urn:nbn:se:lnu:diva-72453DOI: 10.1016/j.trd.2017.07.028ISI: 000438003400012Scopus ID: 2-s2.0-85028308698OAI: oai:DiVA.org:lnu-72453DiVA, id: diva2:1196237
Available from: 2018-04-09 Created: 2018-04-09 Last updated: 2018-07-27Bibliographically approved

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Gössling, Stefan

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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
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  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • text
  • asciidoc
  • rtf