In response to the growing importance of environmental issues, more and more consumers are turning to anti-consumption by reducing, rejecting, or avoiding consumption. Covering the intersection of sustainable consumption and anti-consumption, previous studies relied on socio-cognitive models to explain this decision. In order to extend their findings, we consider the moral and emotional perspectives to examine reducing consumption for environmental reasons in a particular context, i.e. air travel. It is against this backdrop that we propose a conceptual model that includes (...) moral foundations as the main antecedent, followed by anticipated guilt and personal responsibility, while intention to reduce consumption (i.e. air travel) for environmental reasons, positive word of mouth about reducing air travel (WOM) and environmental activism represent the outcomes. The proposed model is tested on a sample of 511 respondents from a UK online consumer panel. Our results confirm the importance of moral foundations, anticipated guilt and personal responsibility and their interplay in the prediction of intention to reduce consumption for environmental reasons. Anticipated guilt influences WOM, while personal responsibility influences activism. In addition, intentions to reduce consumption for environmental reasons have a positive impact on WOM and environmental activism. There are several implications for public policy makers and NGOs that fight against climate change that derive from these findings, as well as research opportunities for academics interested in this topic. (shrink)

Guilt appeals have been found effective in stimulating ethical consumption behaviors in western cultures. However, studies performed in Confucian cultural contexts have found contradictory results. We aim to investigate the inconclusive results of research on guilt and ethical consumption and to explain the inconsistencies. We aim to better understand the influence of guilt on ethical consumption in a Chinese Confucian context and to explore the culturally relevant individual-level concept of interdependent self-construal as a moderator. We build our argument on the (...) Confucian ethics of ren-yi-li where the virtue of propriety specifies role-based obligations depending on the proximity of one’s relationship to others and may thus limit ethical behaviors that are directed to those who are relationally distant. We hypothesize a positive relationship between guilt and ethical consumption that is, however, negatively moderated by interdependent self-construal. Put another way, consumers who define themselves strongly through their relationships with close others are less likely to compensate for guilt through ethical consumption. We find the hypothesized model supported in a survey of 314 Chinese consumers. The results suggest that guilt appeals can stimulate ethical consumption in Confucian cultures. However, guilt appeals may not be enough, as the moderating effect suggests that they will be most effective when combined with an ethical consumption initiative that conforms to the Confucian li principle. As this principle implies prioritizing close over distant relationships, it follows that consumers may be more likely to respond to guilt appeals which are linked to ethical consumption initiatives whose beneficiaries they feel connected to. (shrink)

As human consumption is one of the key contributors to environmental problems, it is increasingly urgent to promote sustainable consumption. Drawing on the agentic-communal model of power, this research explores how the psychological feeling of power influences consumers’ preference for green products. We show that low power increases consumers’ preference for green products compared to high power. Importantly, we identify two factors moderating the main effect of power on green consumption. Specifically, we find that the effect of power on green (...) consumption is more salient among those with high green consumption values. In addition, the effects of power are dynamic as a function of power distance belief, such that low power promotes green consumption in the low-PDB context while high power promotes green consumption in the high-PDB context. Taken together, these findings provide novel insights into understanding green consumption from the perspectives of social power, green values, and PDB. Besides contributing to the literature, the findings have significant implications for marketers and policy-makers in promoting green campaigns, bridging the attitude-behavior gap, and building a more sustainable society. (shrink)

The challenge of convincing people to change their eating habits towards more environmentally sustainable food consumption (ESFC) patterns is becoming increasingly pressing. Food preferences, choices and eating habits are notoriously hard to change as they are a central aspect of people’s lifestyles and their socio-cultural environment. Many people already hold positive attitudes towards sustainable food, but the notable gap between favorable attitudes and actual purchase and consumption of more sustainable food products remains to be bridged. The current work aims to (...) 1) present a comprehensive theoretical framework for future research on ESFC, and 2) highlight behavioral solutions for environmental challenges in the food domain from an interdisciplinary perspective. First, starting from the premise that food consumption is deliberately or unintentionally directed at attaining goals, a goal-directed framework for understanding and influencing ESFC is built. To engage in goal-directed behavior, people typically go through a series of sequential steps. The proposed theoretical framework makes explicit the sequential steps or hurdles that need to be taken for consumers to engage in ESFC. Consumers need to positively value the environment, discern a discrepancy between the desired versus the actual state of the environment, opt for action to reduce the experienced discrepancy, intend to engage in behavior that is expected to bring them closer to the desired end state, and act in accordance with their intention. Second, a critical review of the literature on mechanisms that underlie and explain ESFC (or the lack thereof) in high-income countries is presented and integrated into the goal-directed framework. This contribution thus combines a top-down conceptualization with a bottom-up literature review; it identifies and discusses factors that might hold people back from ESFC and interventions that might promote ESFC; and it reveals knowledge gaps as well as insights on how to encourage both short- and long-term ESFC by confronting extant literature with the theoretical framework. Altogether, the analysis yields a set of 33 future research questions in the interdisciplinary food domain that deserve to be addressed with the aim of fostering ESFC in the short and long term. (shrink)

This study explores the status quo regarding the interface between marketing, social and environmental issues, culture and consumers, and strategic management by integrating sustainability. A qualitative display network technique, based on the bibliometric methodology of co-citation analysis, was applied to examine research clusters. An integrative review was conducted to explain the connections within these clusters. To evaluate potential patterns among the studies through citations, different sets of relationships among applicable sustainability theories in marketing practice were paired in different sets and (...) analyzed. After mapping the scientific structure of journal publications and intellectual linkages, six cluster groups emerged, reflecting the important role of marketing in linking sustainability, society, environment, consumers, and corporate sustainable development. This study contributes to social and marketing research and corporate sustainability practice by categorizing the intellectual structural network within various streams and indicating the influence of social and cultural notions on consumer-focused sustainable marketing. (shrink)

It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality can influence the valuation of green products. Relying on virtue theory and positive spillover as conceptual bases, the research implicitly and explicitly tests and confirms green product virtue. The results demonstrate that perceived green product virtue leads to positive emotions, (...) which explain heightened purchase intentions. In line with the conceptualization, I show that the effect is moderated by the importance consumers place on their own morality. Importantly, explicitly framing green products as virtuous activates positive spillover by consumers; when green products are branded with a virtue cue, they encourage consumers to be more virtuous. Beyond being perceived as better people, when consumers interact with green products they effectively engage in more moral acts, such as making donations. The results confirm the perception of green products as moral agents and provide marketers with insights into the marketing value of virtue cues in green product consumption. (shrink)

Consumers often intend to create a socially responsible identity by consuming ethically. Observers, however, do not limit their inferences to the specific identity consumers intend to project. To illustrate, we examine how observers make inferences about consumers on the basis of their ethical consumption. Across four studies we find that, in addition to being viewed as ethical, consumers are viewed as less masculine and more feminine when they consume ethical products. We also identify two boundary conditions to this effect, including (...) the use of self-benefit/other-benefit advertising appeals and the use of descriptive norms to establish gender appropriate behavior. We finally examine how consumers resolve the conflict of creating ethical and gender-congruent identities. We find that when male consumers are in the presence of observers of the opposite sex, they are more likely to prioritize ethical identity even when it threatens their gender orientation. (shrink)

This study synthesizes research on evolutionary psychology, emotional appeals, and viral advertising in order to develop a novel perspective on how sustainable luxury brands can be effectively promoted on social media. The results of two experiments show that the emotional appeals of pride and gratitude increase consumer intentions to spread electronic word-of-mouth about sustainable luxury brands via two discrete mechanisms. Study 1 establishes that featuring the pride appeal increases eWOM intentions by heightening the luxury dimension of sustainable luxury brands, whereas (...) featuring the gratitude appeal increases eWOM intentions by heightening the sustainability dimension of sustainable luxury brands. Study 2 shows that these discrete effects of emotional appeals influence consumers to adopt different types of eWOM behaviors toward sustainable luxury brands. Specifically, the pride appeal increases consumer intentions to broadcast eWOM via status attainment motives. In contrast, the gratitude appeal increases consumer intentions to narrowcast eWOM via affiliation seeking motives. The findings offer novel theoretical insights and provide managers with tools to promote sustainable luxury brands in a digital environment. (shrink)

This article addresses resilience in relation to climate change. Currently, our communities are not resilient to climate changes due to a strikingly limited political and scientific framing of climate change as solely a problem of emissions and individual behaviour. Owing to vulgarized interpretations of individual incentives for climate action, contextual barriers to action and the efficiency of individual climate action, this causes an action deficit on both collective and individual levels. We argue that a paradigm shift is needed in order (...) to engage with more adequate academic analysis and efficient policies. This new paradigm should focus on the capacities of societal institutions, which reflect precisely the level of climate resilience in a society. Resilience is not about societal and political immovability when faced with crisis of the dimensions of the climate crisis. It is about changing our society and politics and building institutions that enable us to properly respond to crisis. (shrink)

Social desirability bias (SDB) is one of the main concerns in self-reported studies that measures explicit attitudes such as ethics research. Although SDB was introduced since the early 1950s, little effort has been made to understand the necessity of including an SDB scale in studies of sensitive topics such as ethics. The purpose of this paper was to (1) identify whether current ethics-related studies considered SDB when conducting their research and (2) ascertain whether SDB was a significant variable in such (...) studies. This investigation takes the form of a systematic review of articles published within the last 20 years in well-known business ethics journals (2000–2019). We found that (a) only 13.67% of ethics research measured SDB; (b) although the majority of the reviewed articles were from the West, researchers in Asia have also made significant progress in recent years in measuring SDB in their studies; (c) SDB was used mainly as a control variable and as such researchers preferred scales with fewer items; and (d) SDB was unavoidable even when using online surveys. Based on our findings, we attempt to provide an overview of SDB in ethics research and encourage ethics researchers who adopt self-reported surveys to include an SDB measurement in their studies to control SDB. (shrink)

The Earth is facing pressing societal grand challenges that require urgent managerial action. Responsible management learning has emerged as a discipline to prepare managers to act as responsible leaders that can effectively address such pressing challenges. This article aims to extend current knowledge on RML in the domain of corporate sustainability through the application of threshold concepts, novel ideas which provide a doorway to new knowledge and transform a learner’s mindset. Specifically, after conducting a systematic review of the management literature, (...) we identify 33 CS threshold concepts that are useful for mainstream managers and practitioners in their RML process. We group them into six CS threshold concept themes that can help managers understand the complexities and interconnectedness that characterize CS. Finally, we map CS threshold concepts with key competences for effective RML. Therefore, our contribution relies on translating existing CS theoretical frameworks into transformative, specific, understandable and applicable pieces of knowledge that might help mainstream managers to embed CS principles in their daily management practices. (shrink)

The Earth is facing pressing societal grand challenges that require urgent managerial action. Responsible management learning has emerged as a discipline to prepare managers to act as responsible leaders that can effectively address such pressing challenges. This article aims to extend current knowledge on RML in the domain of corporate sustainability through the application of threshold concepts, novel ideas which provide a doorway to new knowledge and transform a learner’s mindset. Specifically, after conducting a systematic review of the management literature, (...) we identify 33 CS threshold concepts that are useful for mainstream managers and practitioners in their RML process. We group them into six CS threshold concept themes that can help managers understand the complexities and interconnectedness that characterize CS. Finally, we map CS threshold concepts with key competences for effective RML. Therefore, our contribution relies on translating existing CS theoretical frameworks into transformative, specific, understandable and applicable pieces of knowledge that might help mainstream managers to embed CS principles in their daily management practices. (shrink)

Consumers do not always follow their ideological beliefs about the need to engage in environmentally friendly consumption. We propose that Commitment to Beliefs —the general tendency to follow one’s value-based beliefs—can help identify who is most likely to follow their environmental ideologies. We predicted that CTB would amplify the effect of beliefs prescribing environmental stewardship, or neglect, on corresponding intentions, behavior, and purchasing decisions. In two studies, CTB amplified the positive and negative effects of relevant EF ideologies on EF purchase (...) decisions, and consumption and conservation attitudes, intentions, as well as future behavior. In each study, only people with higher levels of CTB demonstrated the most ideologically consistent consumption and conservation intentions and behavior. These findings clarify who is most likely to align their decisions and lifestyles according to their sustainable consumption ideologies. The amplification effect of CTB, and the CTB variable itself, present new contributions to consumer behavior research and the domains of sustainable or ethical consumption in particular and offer wide-ranging potential for marketing practitioners and researchers. (shrink)

Providing people with information is considered an important first step in encouraging them to behave sustainably as it influences their consumption beliefs, attitudes and intentions. However, too much information can also complicate these processes and negatively affect behaviour. This is exacerbated when people have accepted the need to live a more sustainable lifestyle and attempt to enact its principles. Drawing on interview data with people committed to sustainability, we identify the contentious role of knowledge in further disrupting sustainable consumption ideals. (...) Here, knowledge is more than just information; it is familiarity and expertise or how information is acted upon. We find that more knowledge represents a source of dilemma, tension and paralysis. Our data reveal a dark side to people’s knowledge, leading to a ‘self-inflicted sustainable consumption paradox’ in their attempts to lead a sustainable consumption lifestyle. Implications for policy interventions are discussed. (shrink)

The article reports the findings of an empirical study among consumers, regarding the impact of physical, social, and psychological proximity on their engagement to the fair trade idea and purchasing behavior. Based on a random sample of 211 British and 112 Indian consumers and using structural equation modeling, it was found that high levels of physical, social, and psychological proximity leads to high consumer fair trade engagement. Moreover, consumer fair trade engagement was confirmed to have a positive impact on fair (...) trade purchasing behavior. Furthermore, consumer empathic concern was found to positively moderate the association between proximity and consumer fair trade engagement, while the opposite was true with regard to consumer hypocrisy. Finally, consumer nationality was found to have a control effect on physical, social, and psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers. (shrink)

To promote ethical and pro-environmental behavior, hypocrisy sometimes is made salient to individuals: i.e., they are made aware that their past behavior does not conform to expressed norms. The fact that this strategy may backfire and may even reduce the likelihood of individuals performing the desired action has been largely overlooked. This paper develops a theory of how hypocrisy stimulates two opposing heuristic processes: one that favors the former, positive outcome and one that renders hypocrisy non-effective. We test the model (...) and reveal important boundary conditions using the finding of a comprehensive field experiment. Situational and individual factors determine which of the competing mechanisms is activated. The paper contributes a novel understanding to managers and scholars of how hypocrisy operates and illuminates the contingencies of when this strategy is beneficial. (shrink)

Users’ non-sustainable consumption behaviors are affecting the sustainability of access-based services, but ABS firms can utilize messaging strategies to persuade users to curtail their non-sustainable consumption behaviors. Through two online scenario-based experiments in China, this study determined that: Compared with rational appeal messaging, emotional appeal messaging is better able to persuade consumers to curtail non-sustainable consumption behaviors. Furthermore, loss-framed messages are more effective than gain-framed ones. Message appeal and message framing have an interactive persuasive effect on reducing such consumer behaviors. (...) Loss-framed rational appeal messages are more persuasive at reducing non-sustainable consumption behaviors than gain-framed rational appeal messages, and gain-framed emotional appeal messages persuade consumers to reduce non-sustainable consumption behaviors more than loss-framed ones. Consumers’ psychological ownership moderates the persuasive effect of messaging. Among consumers with a high level of psychological ownership of shared goods, only gain-framed emotional appeal messaging is effective at reducing non-sustainable consumption behaviors, whereas among consumers with low psychological ownership, the persuasive effect of loss-framed rational appeal messaging is more effective than gain-framed emotional appeal messaging. This study extends the research on non-sustainable consumption behavior management in ABSs and provides important inspiration for the management of ABSs consumer behavior. (shrink)

When making consumption choices, people often fail to meet their own standards of both ethics and frugality. People also generally tend to demand more of others than they do of themselves. But little is known about how these different types of hypocrisy interact, particularly in relation to attitudes toward ethical consumption. In three experiments, we integrate research methods using anchoring and hypocrisy within the context of ethical consumption. Across three experiments, we find a default expectation that people should spend less (...) on consumer items than they actually do. This default position can be inverted by making the ethical context of consumption salient, whereby the expectation is then that people should spend more on consumer items than they actually do. Experiments 2 and 3 show that a moderate price anchor for ethical consumption is sufficient to shift expected standards for other people, but a higher price anchor is required to shift expected standards in personal behaviour. We discuss the countervailing roles of frugality and ethical consumption in understanding hypocrisy and ethical decision-making. (shrink)

Business Ethics: A European Review, EarlyView.