Green is not neutral: How stereotypes shape consumer willingness across high- and low-impact pro-environmental behaviours
(A2026-133802)

AUTHORS

Michelle Schwarz, IQS School of Management, Universitat Ramon Llull; Jorge Matute Vallejo, IQS School of Management, URL; Jan Meyer, IQS School of Management Barcelona

ABSTRACT

Although pro-environmental behaviours (PEBs) are essential for sustainable consumption, many consumers still avoid certain behaviours. One important yet understudied barrier concerns the social meanings attached to PEBs, particularly stereotypes that link behaviours to specific social groups and discourage engagement when these associations are perceived as undesirable. With a nationally representative sample of Spanish consumers (N = 1,487), we analysed five stereotypes (gender, sexual orientation, lifestyle, social class, political orientation) across seven behaviours. We found that stereotypes significantly shape willingness, but their influence is highly behaviour-specific. Sexual-orientation stereotypes were the most consistent negative predictor, reducing willingness for behaviours such as electric vehicle adoption. Lifestyle and social-class stereotypes consistently reduced willingness for high-impact behaviours. The results highlight the need for policies and campaigns that reduce identity-based stigma and promote PEBs as broad, socially acceptable norms.