Balancing Priorities: How Sustainability and Social Context Influence Sequential Consumer Choices
(A2025-126051)

AUTHORS

Felix Reimers, Kiel University; Stefan Hoffmann, Kiel University

ABSTRACT

This study explores the dynamics of sequential decision making in sustainable consumer behavior, examining how initial purchases, individual traits, and social contexts influence subsequent decisions. Using a 2x2 experimental design, shopping cart (sustainable vs. unsustainable) and social presence (present vs. absent) were manipulated to assess the effects on subsequent decisions in a grocery shopping environment. Results show that high environmental consciousness triggered balancing effects, where prior unsustainable purchases increased subsequent eco-friendly choices, while low environmental consciousness supported highlighting effects, reinforcing initial behaviors. Additionally, conspicuous consumers displayed highlighting in public but balancing effects in private settings. Contrary to expectations, prosocial intentions were unaffected. In conclusion, findings highlight the complex interplay of personal and contextual factors in sustainable decision making.