ABSTRACT
This chapter analyses the social component of fittingness through the lens of social identity theory. Social identities are psychological concepts that become salient in particular social contexts. Salience is determined by the principles of comparative fit, normative fit and perceiver readiness. These principles are at work in religious leadership and church innovation, since societal changes change the comparative and normative fit for churches today as compared to the twentieth century. Innovative behaviours that improve comparative and normative are likely to become mainstream. For instance, in the Green Church movement, churches intentionally incorporate important and increasingly mainstream environmental values to create a better social fit. Also, in a case of industrial leadership, brand loyalty is promoted by creating a social identity that incorporates environmental ideals in the presentation of a product line, creating a consumer identity that connects environmental motivations with patterns of consumption and brand loyalty – even when actual environmental performance of the product line may be doubtful. This chapter argues that the creation of social identities that engage with environmental concerns and behaviours, is vital to promote consistent environmental behaviours that will have long-term impact.
