Simple and Painless? The Limitations of Spillover in Environmental Campaigning
University of Aarhus - Department of Marketing and Statistics
affiliation not provided to SSRN
Journal of Consumer Policy, Vol. 32, pp. 41-163, June 2009
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
Date posted: August 11, 2009