Green Consumerism: Moral Motivations to a Sustainable Future

Sachdeva, Sonya, Jennifer Jordan, and Nina Mazar (2015), Green Consumerism: Moral Motivations to a Sustainable Future, Current Opinion in Psychology, in press. doi:10.1016/j.copsyc.2015.03.029

Rotman School of Management Working Paper No. 2592578

17 Pages Posted: 11 Apr 2015

See all articles by Sonya Sachdeva

Sonya Sachdeva

Government of the United States of America - US Forest Service

Jennifer Jordan

University of Groningen

Nina Mazar

Boston University - Questrom School of Business

Date Written: April 9, 2015

Abstract

Green consumerism embodies a dilemma inherent in many prosocial and moral actions - foregoing personal gain in favor of a more abstract, somewhat intangible gain to someone or something else. In addition, as in the case of purchasing more expensive green products, there is sometimes a very literal cost that may act as a barrier to engaging in green consumerism. The current review examines endogenous, exogenous, and structural factors that promote green consumerism. We also discuss its potential positive and negative spillover effects. We close by discussing areas of research on green consumerism that are lacking - such as the moral framing of green consumerism and the expansion of the cultural context in which it is defined and studied.

Keywords: morality, prosociality, consumer behavior, personality, licensing, compensation

Suggested Citation

Sachdeva, Sonya and Jordan, Jennifer and Mazar, Nina, Green Consumerism: Moral Motivations to a Sustainable Future (April 9, 2015). Sachdeva, Sonya, Jennifer Jordan, and Nina Mazar (2015), Green Consumerism: Moral Motivations to a Sustainable Future, Current Opinion in Psychology, in press. doi:10.1016/j.copsyc.2015.03.029, Rotman School of Management Working Paper No. 2592578, Available at SSRN: https://ssrn.com/abstract=2592578

Sonya Sachdeva

Government of the United States of America - US Forest Service ( email )

1400 Independence Ave., SW
Washington, DC 87109
United States

Jennifer Jordan

University of Groningen ( email )

P.O. Box 800
9700 AH Groningen, Groningen 9700 AV
Netherlands

Nina Mazar (Contact Author)

Boston University - Questrom School of Business ( email )

595 Commonwealth Avenue
Boston, MA MA 02215
United States

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