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)

GraphicalThe need to encourage individuals as active change agents for sustainability transitions has led researchers across disciplines to conceptualize over 70 constructs to assess relevant dispositions to environmental protection and green consumption behaviors. The generated knowledge is, however, fragmented by an unconsolidated set of constructs developed within parallel literature streams. We, hence, use an integrative review method to capture conceptual and operational similarities and distinctiveness of constructs across disciplines in the literature, attempting to unify the knowledge base. Thereby, we identify (...) 34 conceptually distinct constructs relevant for the thematic synthesis on individual-level constructs framing contributions to environmental measures and issues. We followingly propose a taxonomy, systemizing constructs based on their concept type and contextual scope of the environmental challenge addressed. We capture these dimensions in critically assessing relevant and salient conceptual and operational features. We thus create a consolidated picture of extant constructs capturing individual-level environmental sustainability by which we intend a three-fold contribution to the interdisciplinary field. First, the taxonomy and guiding framework for the choice of constructs should assist substantive researchers in identifying appropriate constructs of interest. Second, the systematic integration of similar concepts available in parallel literature streams should assist future endeavors aiming at integrating substantive findings with regard to antecedents, consequences, and other relevant variables. Finally, the taxonomy revealed that conceptualizations mainly scatter around specific combinations of types and scopes while others remain unaddressed. Based on our critical assessment of the relevant features and resulting taxonomy, we identify avenues for future research dedicated to enhancing conceptual rigor and measurement quality in the field and introducing concepts addressing missing but potentially valuable combinations of types and scopes. We conclude that researchers engaging in the proposed avenues with conceptual, methodological, or empirical contributions should consider four critical aspects to advance knowledge accumulation and prevent fragmentation in the interdisciplinary field. We thereby hope to pave the way for a collective, interdisciplinary knowledge base of concepts used to describe and assess individual’s pro-environmental dispositions and practices of green consumption. (shrink)