A Meta-Analysis of Weather on Consumption
(A2026-133102)

AUTHORS

Guanxu Zhuang, University of Technology Sydney; Natalina Zlatevska, university of technology sydney; Kaye Chan, UTS Business School; Leif Hem, NHH Norwegian School of Economics; Nina Marianne Iversen, BI Norwegian Business School

ABSTRACT

Abstract Weather plays a significant role in people’s daily lives, shaping their behaviors and decisions. Its influence on consumption has been widely examined. However, existing findings remain inconsistent and often lack clear conceptual definitions. To address these issues, this paper conducts a meta-analysis. We investigate 140 effect sizes (18,299 unique participants) from 26 experimental studies, examining five moderators: weather type, time, consumption outcomes, culture, and product type.  Findings reveal that favorable weather influence consumption stronger than unfavorable weather, and this effect exhibits high heterogeneity. The non-significant results for weather types indicate that simulated weather produces effects comparable to ambient weather. Actual consumption and individualistic cultures amplify the main effect of weather, whereas predicted weather and consumption intentions weaken it. Furthermore, product category (food vs. non-food) does not moderate the effect but interact with consumption outcomes and cultural differences. These results explain the inconsistencies and provides a theoretical foundation for marketers.  Keywords: weather, consumer behavior, meta-analysis Track: Consumer Behaviour