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Role model advocacy for sustainable transport

Hanna, Paul; Kantenbacher, Joe; Cohen, Scott A. and Gössling, Stefan LU (2017) In Transportation Research, Part D: Transport and Environment
Abstract
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... (More)
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. (Less)
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author
organization
publishing date
type
Contribution to journal
publication status
epub
subject
in
Transportation Research, Part D: Transport and Environment
publisher
Elsevier
external identifiers
  • scopus:85028308698
ISSN
1361-9209
DOI
10.1016/j.trd.2017.07.028
language
English
LU publication?
yes
id
1c0b9fef-e7af-40b0-a7f2-34b448f76864
date added to LUP
2018-04-13 12:53:02
date last changed
2018-07-15 04:48:45
@article{1c0b9fef-e7af-40b0-a7f2-34b448f76864,
  abstract     = {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.},
  author       = {Hanna, Paul and Kantenbacher, Joe and Cohen, Scott A. and Gössling, Stefan},
  issn         = {1361-9209},
  language     = {eng},
  month        = {08},
  publisher    = {Elsevier},
  series       = {Transportation Research, Part D: Transport and Environment},
  title        = {Role model advocacy for sustainable transport},
  url          = {http://dx.doi.org/10.1016/j.trd.2017.07.028},
  year         = {2017},
}