Environmental identity effects in sustainable consumption
(A2020-63380)

AUTHORS

Sandor Czellar, University of Lausanne; Valentina Clergue, University of Lausanne; Christian Martin, Maynooth University

KEYWORDS

Environmental identity; Identity theory; Sustainable consumption

ABSTRACT

This paper investigates the relationships between environmental identity intensity, its salience and pro-environmental behavior. We have conducted four studies (an online survey, two lab experiments and an online experiment). Our findings reveal a stronger influence of environmental identity salience (vs. intensity) on both self-reported and real sustainable consumption. We also highlight a mediating mechanism that may underlie the effects. Our findings bear implications for research and practice aiming to promote sustainable consumption.