Individuals may adopt a behavior to play a role and to imitate
others, or because they aspire to be part of a specific social
group (Kelman, 1961). If a consumer is aware of the
environmental concern of his/her close ties, the decision to
avoid non-ecological behavior might also be motivated by the
attempt to avoid negative social outcomes such as disapproval,
derision, progressive rejection from the group, deterioration of
self-image, etc.