Green, Greener, Greenest: Can Competition Increase Sustainable Behavior?

Across four studies in the lab, online, and field we show that competition – which is often associated with non-sustainable behavior – promotes sustainability. This is because competition appeals to pro-selves who are generally less motivated to act sustainably, whereas it does not alienate pro-socials.



Citation:

Femke van Horen, Arianne van der Wal, and Amir Grinstein (2018) ,"Green, Greener, Greenest: Can Competition Increase Sustainable Behavior?", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 199-200.

Authors

Femke van Horen, Vrije Universiteit Amsterdam, The Netherlands
Arianne van der Wal, Leiden University, The Netherlands
Amir Grinstein, Northeastern University, USA – Vrije Universiteit Amsterdam, The Netherlands



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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