Is the Phenomenon of “Going Green to Be Seen” Still Measurable with Actual Consumption?
(A2020-63140)

AUTHORS

Andrea Schoendeling, University of Cologne; Andre Marchand, University of Cologne; Elena Gros, University of Cologne; David Schaeffer, University of Cologne; Sascha Kirsch, University of Cologne

KEYWORDS

sustainable; environmental; behavior

ABSTRACT

With both an online and a field experiment, this research empirically confirms extant lab findings that activating status motives evokes increased desire for green products. It extends our knowledge by investigating actual instead of hypothetical consumption decisions, as well as addressing food instead of durable product choices. The results reveal a significantly reduced preference for green products in public settings that require actual consumption, compared with privately stated choice intentions.