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- Title
Cyclical Time Is Greener: The Impact of Temporal Perspective on Pro-Environmental Behavior.
- Authors
Xu, Lan; Zhao, Shuangshuang; Cotte, June; Cui, Nan
- Abstract
The natural environment is deteriorating. However, humans have not slowed down their pace of resource depletion and environmental destruction. This research takes a particular path to understanding environmental consumption—through a focus on temporal perspective. Evidence from six studies demonstrates the positive effect of a cyclical temporal perspective, versus a linear temporal perspective, on consumers' pro-environmental behavior. The research shows that individuals with a cyclical perspective are more likely to include the environment in the self, which leads to higher pro-environmental behavioral intentions and more pro-environmental behavior. This temporal perspective effect is attenuated for consumers already high on green values. The authors also examine a marketer-controlled moderator and show that consumers are more likely to purchase a pro-environmental product when they see a temporal-perspective-congruent promotional appeal. The research contributes to both the time perception and the environmental consumption literature and offers several practical implications for organizations to promote sustainable consumer behavior.
- Subjects
CHINA; ECONOMIC consumption &; the environment; CONSUMER behavior; ATTITUDES toward the environment; TIME perception; VALUES (Ethics); COLLEGE student attitudes; THIRD-party logistics
- Publication
Journal of Consumer Research, 2023, Vol 50, Issue 4, p722
- ISSN
0093-5301
- Publication type
Article
- DOI
10.1093/jcr/ucad016