These expectations
are not necessarily real; they might be diverse and might
emanate from several different groups. Beliefs about the
environmental concern of significant others are likely to be
interpreted as one of these social expectations. Therefore, by
ascribing a strong environmental concern to significant others,
consumers assess the extent to which the choice of a harmful
product is likely to deteriorate relationships by disappointing
entourage’s expectations. ECARO will therefore activate
social risk perceptions. The assumption is that consumers
would be encouraged to comply, at least in appearance, with
the pro-ecological norm and to adopt pro-environmental
actions (even without being convinced of their value) in order
to maintain their relationship with significant others.