Social Identity-Based Barriers to Pro-Environmental Consumer Behavior

Understanding factors that influence various consumers and their willingness to participate in environmental causes is increasingly important. We demonstrate that social observability negatively impacts current and future pro-environmental willingness for consumers low (but not high) in environmentalist social identity due to the threat of being misclassified into unwanted social identities.



Citation:

Frank Gregory Cabano, Noelle Nelson, and Rachel McDonald (2019) ,"Social Identity-Based Barriers to Pro-Environmental Consumer Behavior", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 479-480.

Authors

Frank Gregory Cabano, University of Texas at El Paso, USA
Noelle Nelson, University of Oregon, USA
Rachel McDonald, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

The Identifiable Donor Effect

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China

Read More

Featured

Cohesion or Coercion? Why Coordinated Behavior Backfires in Marketing Contexts

Noah VanBergen, University of Cincinnati, USA

Read More

Featured

C4. The role of attachment to a human brand in improving eating habits

Amélie Guèvremont, École des Sciences de la Gestion, UQAM

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.