Social influence and proenvironmental behavior: the reflexive layers of influence framework

Social influence can be an important factor in the adoption of proenvironmental behaviors and technologies. Processes of social influence can be varied and complex yet are often represented or discussed in a simplified, aggregated manner. To facilitate more nuanced study of social influence, we draw from a literature review and empirical observation to propose a conceptual behavioral framework that integrates three processes of interpersonal influence; we call this the reflexive layers of influence (RLI) framework. RLI proposes three generally successive and iterative 'layers' of the consumer's relation to a new technology (or practice): awareness, assessment, and alignment with self-concept. These layers are antecedents to, and potentially consequences of, adoption and use of proenvironmental technology. Social influence follows different processes at each layer. Awareness is influenced by the diffusion of simple, functional information. The consumer forms an assessment, at least in part, through translating the technology's attributes into specific benefits (or disbenefits). Through reflexivity, the translated assessment of the technology is framed in terms of maintaining, developing, or altering self-concept according to perceptions of others' behaviors and values. We illustrate RLI through application to three case studies of households participating in a multiweek trial of a plug-in hybrid electric vehicle-demonstrating that the consumer's self-concept, perceptions, and behavior can change substantially according to the social processes represented by RLI. We conclude with policy implications and discuss future hypotheses and priorities for research.