What’s your excuse? Cognitive dissonance and justifications for non-sustainable behaviour
(A2023-114412)

AUTHORS

Sarah Seyr, Lucerne University of Applied Sciences and Arts; Ingo Gächter, Lucerne University of Applied Sciences and Arts; Seraina Mohr, Lucerne University of Applied Sciences and Arts; Dominik Georgi, Lucerne University of Applied Sciences and Arts; Guang Lu, Lucerne University of Applied Sciences and Arts

ABSTRACT

Awareness and sustainable intentions do not necessarily result in sustainable behaviour. This intention–behaviour discrepancy is associated with cognitive dissonance and experienced as ambiguity. Our study explores conscious non-sustainable consumer decisions and ambiguous justifications. We aim to identify those areas of life where arguments can make a difference and lead to more sustainable behaviour because ambiguities are conscious and rationally justified. Surprisingly, in 30 in-depth interviews, we find that all respondents experience conscious intention–behaviour gaps. They report ambiguities and justifications in 7 and 10 areas of life, respectively. We highlight that the highest potential for more sustainable behaviour lies in economic rationalisation. Here, most ambiguities and justifications are perceived as personal ineffectiveness. Ultimately, we argue that the presence of active (cognitive) effort offers a significant opportunity for change and more sustainable decisions.