European Social Marketing Conference 2026

7. AI, Digital and technological impact on social behaviour

20 Minute Oral Presentation

This session explains how consumers turn “digital pollution” awareness into sustainable digital intentions. Using survey evidence, it tests a Value–Belief–Norm mechanism showing how energy awareness broadens into pollution/lifecycle awareness, which drives responsibility, personal norms, and intention. It also tests when norms become action-guiding: the norm–intention link weakens when impacts feel temporally distant and strengthens when sustainability is identity-relevant. Attendees gain implications for consumer-focused digital sustainability communication.