Work

Green self-accountability and temporal distance impact on sustainable consumption behavior: the mediating role of anticipated emotions

Year: 2025

Type: article

Abstract: Purpose: With the rise in global consumption depleting natural resources and harming the environment, promoting sustainable consumption is essential. Our study explores how green self-accountability affects sustainable purchasing over different time frames, examining the impact on short (one week) and long-term (one year) choices toward green products and the underlying mechanisms. Methods: We conducted two experiments where participants made green purchasing decisions, with the first activating green self-accountability and the second also measuring anticipated emotional responses. Results: Findings show that green self-accountability boosts sustainable purchasing, particularly for immediate choices, driven by anticipated pride in buying green products. Conclusion: Green self-accountability significantly enhances sustainable purchasing, aided by anticipated pride. This suggests that marketing strategies emphasizing environmental urgency and consumers' eco-unfriendly behaviors can foster sustainable consumer habits.

Source: Frontiers in Psychology

DOI: 10.3389/fpsyg.2025.1503642

Authors: Bowei Zhong, Xingwang Feng, Xiaogang Li, Wei Fan

Institutions: Chinese Academy of Sciences, Institute of Psychology, Chinese Academy of Sciences, University of Chinese Academy of Sciences, Hunan Normal University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: gold

Estimated APC paid: $3,801