Simple and Painless? The Limitations of Spillover in Environmental Campaigning

Journal of Consumer Policy, Vol. 32, pp. 41-163, June 2009

Posted: 11 Aug 2009

See all articles by John Thoegersen

John Thoegersen

Aarhus University - Department of Marketing and Statistics

Tom Crompton

affiliation not provided to SSRN

Date Written: June 2009

Abstract

The comfortable perception that global environmental challenges can be met through marginal lifestyle changes no longer bears scrutiny. The cumulative impact of large numbers of individuals making marginal improvements in their environmental impact will be a marginal collective improvement in environmental impact. Yet, we live at a time when we need urgent and ambitious changes. An appeal to environmental imperatives is more likely to lead to spillover into other pro-environmental behaviours than an appeal to financial self-interest or social status.

Keywords: Spillover, Pro-environmental behaviour, Campaigns

Suggested Citation

Thoegersen, John and Crompton, Tom, Simple and Painless? The Limitations of Spillover in Environmental Campaigning (June 2009). Journal of Consumer Policy, Vol. 32, pp. 41-163, June 2009. Available at SSRN: https://ssrn.com/abstract=1446678

John Thoegersen (Contact Author)

Aarhus University - Department of Marketing and Statistics ( email )

Haslegårdsvej 10
Århus V
Denmark

Tom Crompton

affiliation not provided to SSRN

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