Ageism in Sustainable Product Choices for Others
(A2026-133602)

AUTHORS

Nandita Dhanda, University of Geneva; Ignazio Ziano, University of Geneva

ABSTRACT

Who is perceived to consume more sustainable products, younger or older people? With this paper, we address this question by examining the role of age-based stereotypes when indicating sustainable choices for others, showing the inaccurate perception that younger people choose more sustainable products than older people. Across five pre-registered studies (total N=2204), we test the accuracy of these perceptions in consumers, the moderating role of target’s gender and socioeconomic status for these perceptions and propose a mechanism to explain them through perceived risk-taking of the target. We discuss theoretical implications for consumer stereotypes, and practical implications to improve choices for others, as well as marketing, targeting and designing sustainable products.